looking at the wrong thing

09/25/2004 07:46:00 AM
Those of us on the R&D, innovation and new product side of brands need to ensure that we are looking at the right things, in the right places and asking the right questions. We might passionately believe that we have a great idea, but if we don't really understand the context, it's very easy to get lost.

The New Yorker's Malcolm Gladwell brings this thought to life in a fascinating article on the business and science of ketchup.
Gladwell Article
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