Competitive Context: Spend Your Time on Innovations That Matter

If your products existed in a vacuum, all new introductions would clean up. But launching new products cannot be considered in isolation. Consumers are comparing what you offer to the choices available, and making unbelievably rapid decisions as to how to proceed. Competitive Context is a new insight series with thoughts and advice from Brad Bane on how companies can leverage research to impact those choices.

"The lesson is striking: If you want breakthrough innovation, you need a different research process."

Within the consumer packaged goods realm, we clearly need to be approaching innovation differently if we want to uncover the big new opportunities that spell success for a brand. After all, do you really want to spend your life on just line extensions? In this Competitive Context series, Brad Bane provides guidance as to how to best advance your "big idea" through the innovation process.

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