Chapter 6. FINDING NEW CONCEPTS
The best way to a good idea is to have lots to choose from.
The question is not what you look at, but what you see.
The strategic goal should always be to develop a new category or subcategory so that the difficult and destructive brand preference competition is no longer the norm. That involves several tasks that Apple does very well: find and evaluate new concepts, define them, and create barriers to competitors.
Apple
In October 2001 Apple launched the iPod, which combined Apple's technological flare, its easy-to-use vision, and its eye for design.[72] It was an instant success. Over the years Apple added such variations as the iPod shuffle, nano, and touch. Eight years later, having ...
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