How Customer-Centric Innovation can Lead to Big Wins

Olivier Toubia of Columbia Business School discusses factors leading to failure, how connecting with customers lays the foundation for success, and the role machine learning should play in sifting through ideas.

By Kaitlin Milliken · September 13, 2019 · 1 min read

A successful innovation provides an elegant solution to a real-world customer need, says Olivier Toubia. But while the winning formula seems simple, bridging the gap between innovators and consumers requires skill and patience. “What makes innovation fail often is the fact that…

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