每一个成功的创新背后都存在一种独到的理念,令消费者感到惊喜、激情和充满活力。如果能够成功地将这种理念转变为一项突破型创新品,便开启了一个令竞争者无从还击的新兴市场。从“事后诸葛亮”的角度看,这种成功似乎是早已注定的。然而,即使在最优秀的企业,失败的创新行为也屡见不鲜。通常,问题的根源在于一个狭隘的、停滞不前的和向后看的过程。它使公司将太多的资源花费在市场调研和外部供应商身上,并把时间浪费在滞后于市场的“别人做我也做”的产品上以试图抢占市场份额。这些企业 Behind every successful innovation there is a unique philosophy that gives consumers a sense of surprise, passion and energy. The successful transformation of this concept into a breakthrough innovation opens up an emerging market where competitors can not fight back. From the point of view of “hindsight,” this success seems to have been doomed. However, even in the best companies, failed innovations are not uncommon. Often, the root cause of the problem lies in a narrow, stagnant and backward-looking process. It allows companies to spend too much of their resources on market research and external suppliers, and is wasting time trying to grab market share by lagging behind the market “others do what I do.” These businesses