Killing “Me Too” Innovation

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"Killing 'Me Too' Innovation" outlines four strategic moves to create differentiated innovation: developing critical insights through customer engagement, embracing iteration, mapping customer journeys, and enhancing value through experience beyond price and quality. Their approach emphasizes the importance of deep customer understanding through observation and interaction rather than relying solely on AI or surface-level trends. The presenters illustrate these concepts with real-world examples from brands like Steak-umm, Koch, DuckDuckGo, Wellness Pet Food, and Chili's to demonstrate how companies can create innovations that competitors cannot easily replicate.

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