When was the last time you spoke to a customer? The answer to that question typically depends on which business unit you operate in. This means there are barriers within the business on understanding what the customer needs. Even though you already have solutions for your customers; more than likely, new innovation exists to meet additional unmet needs. These unmet needs, if addressed, could allow you to enter new markets or increase the margins of existing products. What happens then if technology is required to meet those needs and the most technically capable people in the organization do not work close with customers?
by Eric Franz