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The Customer Trap: How to Avoid the Biggest Mistake in Business by Andrew R. Thomas, Timothy J. Wilkinson

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CHAPTER 3

Turning Your Innovations into Commodities

Control your destiny, or somebody else will.

—Anonymous

Management gurus, consultants, the business press, politicians, educators, and so many others are hell-bent on getting as many people as possible to buy into the idea that innovation is the answer. At one level, such passion makes a lot of sense. For capitalism to flourish, growth is needed. Growth is fueled by new processes, products, and services, which challenge the status quo. Theoretically, this is all good: the economy expands, and innovative companies thrive. Competition forces the laggards to catch up or they go out of business. And the cycle starts anew.

However, in reality, something must be amiss when more than 75 percent of ...

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