Whole product R&D is driven not by the laboratory but by the marketplace. It begins not with creative technology but with creative market segmentation. It penetrates not into protons and processes but rather into habits and behaviors. It does not, like the captain of the starship Enterprise, “go where no man has gone before,” but rather, like T. S. Eliot, finds the end of all its exploring is “to arrive where we started / And know the place for the first time.”
