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Mastering the front end of innovation can breed success, boost market share

Now more than ever, innovation is required to meet changing market conditions and consumer needs, keep businesses afloat and create growth and jobs so we can come out of the pandemic not just surviving but thriving. Yet innovation is hard, risky and rarely successful. Most innovations and new products fail because of a lack of focus on the front end of the innovation process where consumer needs are researched, insights are distilled, solutions are ideated, prototyped and tested and business mod
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