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Sidestep and Twist by James Gardner

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NO. 1: CREATIVITY IS NOT ENOUGH TO BE SUCCESSFUL

Professionally, I’ve spent years working in various companies trying to “do” innovation. And, for years, I used to tell people we were “looking for the next big thing”, or “finding a spark of genius”, or something similar. It wasn’t until I began to examine why so many of my efforts were failing that I began to understand why this was the wrong approach.

As we’ve seen elsewhere in this book, really genuine newness is actually very expensive for customers. Typically, it has a price/performance curve sufficiently poor that most of the people you want to convince to adopt it won’t be able to do so. And the implication of that is you won’t make much money. However, I had to learn this the hard way, ...

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