A company can invent on behalf of the customer by utilizing A/B testing and constantly driving the industry forward. This is a low-risk way to test new ideas and potentially discover what customers want before they do. Additionally, a company can identify what it is known for and experiment with advances in that marketplace. For example, Amazon attracted authors to its Amazon Publishing platform by paying royalties monthly, rather than just twice a year, which was a common practice at the time.
Have you ever wondered how Amazon managed to grow from the first online bookstore to a global techno...
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