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Starting from Scratch

When and How to Use Product and Process Design Methodologies

WITH CHUCK COX

Most of us understand that innovation is enormously important. It’s the only insurance against irrelevance. It’s the only guarantee of long-term customer loyalty. It’s the only strategy for outperforming a dismal economy.

—Gary Hamel

A company that manufactures medical equipment was facing a loss of market share in a line of advanced devices used for a particular type of specialized surgery. The company’s leaders thought they could reverse the trend if they could conquer certain technological challenges that were common in this type of device. ...

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