Renwei

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In fact, Unilever’s dilemma helped me understand why one of the most important principles in innovation—what causes customers to make the choices they do—doesn’t seem to get traction with most organizations. Here’s how it played out: Inspired by our milk shake insights, my daughter Ann and I sat in our kitchen thinking about what job we might hire margarine to do. In our case, it was often hired to wet the popcorn just enough for the salt to stick. But not nearly as well as the better-tasting butter. So we headed into the field to our local Star Market to see if we could learn more about why ...more
Competing Against Luck: The Story of Innovation and Customer Choice
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