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WHITEPAPER: Seven insights to manage innovation risk

BY BEN STRUTT



It is critical to accept that, contrary to what is sometimes believed, people [consumers] do not have mindless allegiance to certain brands.

Instead, when they become aware of something they need to get done in their lives, consumers will scour the myriad of potential solutions for the one they consider is most likely to get their ‘job’ done. Of course, because we are human, this decision-making process is a complex one, involving sometimes competing functional, emotional and social dimensions.

Ben Strutt, Head of Design and Innovation at Cambridge Design Partnership, shares seven key reasons why some businesses make such a success of innovation.

Here is his advice on the wisest ways to approach the creation of new products and services.

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