Good product ideas often do not ultimately generate the full enterprise value expected of them, and most organizations do not get the return on investment in their innovation process that they could.

We have identified a series of false beliefs that spur organizational actions that detract from value in the innovation process. These myths lead to bad ideas making it to market, good ideas sitting on shelves or going to market prematurely, misallocation of marketing funds and other outcomes that ultimately limit your growth.

At this presentation, Jason explained and challenged these myths. Jason provided specific suggestions to improve your company's innovation process to achieve maximum return. Our talk will cover ideas that affect the marketing research process, but also the business process of innovation, and will address:

• Why the notion of appealing to early adopters is not a very important success criterion
• Why you cannot benchmark your new ideas vs. successful products in market
• Why speed-to-market is overrated
• Why the best ROI ideas often are not 'breakthrough' innovations