"What's the Big Idea?" -- And Why Your Team Isn't Bringing It
Our teams know their markets, have the best handle on shifting needs and were hired to develop innovative responses to meet those needs. Yet, while our brainstorming sessions yield good incremental projects, they are seldom the game-changing "Big Ideas" that could bring in $10, $25 or even $50 million. Why is getting to the Next Big Thing so difficult?
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