Shortcut - Tolle, Brian
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I was recently in a brainstorming session with market research and R&D managers at a Fortune 50 client. The marketing manager turns to the R&D technical lead and asks, "can you give me a list of all possible technologies out there?" She was speaking the language of high level summary of the universe of possibilities. The technical lead, on the other hand, translated it as "give me information on the technologies we are capable of delivering in the near future." Simple miscommunication? Little business impact? Not if you're trying to stretch the innovation possibilities and the R&D lead…mehr

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I was recently in a brainstorming session with market research and R&D managers at a Fortune 50 client. The marketing manager turns to the R&D technical lead and asks, "can you give me a list of all possible technologies out there?" She was speaking the language of high level summary of the universe of possibilities. The technical lead, on the other hand, translated it as "give me information on the technologies we are capable of delivering in the near future." Simple miscommunication? Little business impact? Not if you're trying to stretch the innovation possibilities and the R&D lead disqualifi es longer term technologies because they're not ready now. That's one reason why innovation at some companies looks like the same old stuff re-packaged.
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