Customer-centric innovation

No matter how hard companies try, their approaches to innovation often don’t grow the top line in the sustained, profitable way investors expect. Often there’s a huge difference between what’s in their business plans and the market’s expectations for growth (as reflected in firms’ share prices, market capitalisations and P/E ratios). This ‘growth gap’ comes from the fact that companies pour money into insular R&D labs instead of working to understand what the customer really wants and then using that understanding to drive innovation.

The LongDog approach is designed to build a rigorous customer R&D process to help companies continually improve their understanding of who their customers are and what they need. The innovation effort needs to move from traditional R&D operations out to those closest to the customer.

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