No matter how hard companies try, their approaches to innovation often don’t grow the top line in the sustained, profitable way investors expect.
For many companies, there’s a huge difference between what’s in their business plans and the market’s expectations for growth
This growth gap, as we call it, springs from the fact that companies are pouring money into their insular R&D labs instead of working to understand what the customer wants and then using that understanding to drive innovation.
More often than not, the traditional approach thrills R&D teams, but not customers or investors. As a result, even companies that spend the most on R&D remain starved for both customer innovation and market-capitalization growth.