Innovation is often top of mind for organizational leaders who are striving to spur the growth of their enterprise. The circumstances that spark this focus typically include a lofty growth target, a high level of shareholder expectations, and recognition that the current product pipeline is not big enough to close the gap between existing forecasts and the goal.… Read More


Most companies segment their markets by customer demographics or product characteristics and differentiate their offerings by adding features and functions. But the consumer has a different view of the marketplace. He simply has a job to be done and is seeking to “hire” the best product or service to do it. Marketers must adopt that perspective.… Read More


Most companies segment their markets by customer demographics or product characteristics and differentiate their offerings by adding features and functions. But the consumer has a different view of the marketplace. He simply has a job to be done and is seeking to “hire” the best product or service to do it. Marketers must adopt that perspective.… Read More