Title: Never Underestimate Your Customer
Author: Jonathan Barrett
Description: “Never Underestimate Your Customer”: Don’t assume that your customer isn’t capable of appreciating benefits to you, as beneficial to them.
Understanding Customers
Title: Why won't it work
Author: Vikki Cobb
Description: The importance of involving the customer very early on in the innovation process.
Author: Vikki Cobb
Description: The importance of involving the customer very early on in the innovation process.