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Dimensions of Relevance (I): Quantitative
One Size Does Not Fit All
Almost everyone thinks successful innovation starts with a great idea. Almost everyone is wrong.
The great idea comes second. You must begin with the killer insight, a deep truth significant enough that it helps you make a meaningful number of sales or allows you to forge relationships with a large number of people.
Ultimately, an insight tries to make someone’s life simpler and more economical, profitable, efficient, and—if it is truly meaningful—worthwhile.
And the easiest way to come up with that insight, an idea that is going to resonate with your customers and potential customers (in addition to increasing sales, earnings, and market share), is to connect an attribute ...
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