Sun, 22 August 2021
With all due respect to Facebook and other so-called business change agents, the methods they use to innovate are really outmoded.
That’s the premise of Radhika Dutt, a teacher of entrepreneurship and innovation at Northeastern University. Dutt is a critic of the prevalent method used by most companies of rapidly launching a new product into the marketplace and then tweaking it time and again until they get it right.
In her forthcoming book, Radical Product Thinking: The New Mindset for Innovating Smarter, she maintains that shotgunning products out of R&D and then repeatedly tweaking them is akin to driving a fast car without having a roadmap or a destination.
As Radhika tells host and award-winning journalist Dean Rotbart, it’s the destination — i.e., which customers the product serves and why it will radically change their world — that needs to precede the development of innovative products.
[Listeners to Monday Morning Radio can now purchase a copy of Dean Rotbart’s new book, September Twelfth: An American Comeback Story. Visit Gutenberg’s Store.]
Photo: Radhika Dutt, Radical Product Thinking