But to do all this well takes a holistic effort—from the original insight that led to the identification of the job all the way through to the product finding its way into the hands of a consumer—involving the decisions and influence of virtually everyone in the company. Even great innovators who are crystal clear on the jobs their customers are hiring their products and services to do can easily lose their way. Pressures of return on net assets (RONA), well-intended efficiency drives, and decisions made every day on the front lines of business can have a profound effect on the successful (or
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