Marginal to mainstream innovation: How looking to the 1% could unlock your future brand growth
Future Proof
Exploring Marginal Behaviors for Innovation
The chapter delves into the significance of examining marginalized behaviors like Wicca to gain insights into innovation. It discusses the use of 'beacons' to evaluate marginal behaviors and highlights the importance of understanding resistance and intensity to identify growth opportunities. The chapter stresses the need for businesses to adopt a demand-driven approach to innovation by analyzing consumer needs and behaviors to create meaningful and unique offerings.
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