The commercial world is a choppy sea of complexity, where the clarity and momentum behind new product launches can be easily lost in a fog of doubt, data and process.
Too often, companies allow the essence of a new idea to be swamped by the sheer volume of research it’s generated and the internal structure formed around it. Many companies, big and small, become preoccupied by what it is they’ve made, the technology that made it all possible, what they should charge for it to hit their targets.
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