"Today, customers aren’t just voicing their needs to companies that are willing to listen; they’re inventing and often building what they want."
- Eric Von Hippel, reporting on research that shows that the 70% to 80% of new product development that fails does so not for lack of advanced technology but because of a failure to understand users’ needs.
The era of co-creation has just begun.
(via Emergence Marketing)
Published by John Winsor
Continue reading: The Co-Creation Wave
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