Innovators are Pattern Breakers

ABSTRACT:
Most corporations believe that their customers' needs begin and end within the manner in which the corporations or the industry have defined their solutions. As long as a new product or service can be delivered within those definitions agreed by the industry, then innovation is easier for the corporations to pursue. But when a need or demand arises that falls outside of, or just adjacent to, the way an industry or corporation defines its solutions, everything falls apart. Increasingly, innovation will be at the intersection of markets and industries, and corporations need to become far more flexible in how they define the market, the boundaries of their service offerings.

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