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Successful innovation doesn’t begin with a brainstorming session—it starts with the customer. So in an age of unlimited data, why do more than 50% of new products fail to meet expectations? The truth is that we need to stop asking customers what they want . . . and start examining what they need.
In this Soundview Live webinar, How to Think Like a Customer, Stephen Wunker presents a simple concept that can remake how companies approach their markets and guide them through the innovation process.
By Stephen Wunker
By Peter Fader