How Testbeds Can Help Us To Co-Create The Future

The late Clayton Christensen famously highlighted that consumers are not buying our product as much as they are hiring it to complete a particular job. In Competing Against Luck: The Story of Innovation and Customer Choice he argues that the most successful companies are those who are able to understand why customers make the choices they do.

Unfortunately, to use the vernacular of Stephen Haeckel, many innovators adopt a make and sell approach rather than sense and respond. Bunkered away in R&D labs they often fall into the trap of focusing almost exclusively on the technology they're developing rather than on the customer need it should be meeting.

Conoce el artículo completo en: https://www.forbes.com/sites/adigaskell/2021/10/04/how-testbeds-can-help-us-to-co-create-the-future/?sh=4fb619cc6254