Today, putting customers at the heart of innovation is a no-brainer for most business managers. However, should the innovation process involve all customers or only specific segments? In this article we explore the hurdles of these initiatives and propose a method to select the most relevant customers with whom to innovate.
At the start of the twenty first century the innovation buzz has become deafening. It commands the attention of everything - from the popular media to scientific journals. Innovation is claimed to be the driver of economies and the competitive edge of companies. With innovation being the core of many new management styles, one question still remains for the enthusiastic manager; what are the concrete tools for my employees to build our revolutionary innovations?