Customer feedback can be used in the innovation process by providing insights into what customers need, want, and value. This information can guide the development of new products or services, help to improve existing ones, and identify areas where changes or improvements are needed. Feedback can also help to identify potential risks and challenges, allowing for strategies to be developed to address them.

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Innovative ideas are not just something new, they provide value and solve problems. It takes "buy-in" from an organization to support innovation. Understanding customer's needs are critical to design new products. Change requires analysis and testing just like any other experimental effort. Minimizing risks is possible with the right approach.

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HBR’s 10 Must Reads on Innovation

Innovation is more than creativity; it is a process that is structured, with rules and best practices. This summary gives you some of the key takeaway...

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