Path dependency is alive and well throughout businesses as mediocre, middle-of-the-road thinking doesn’t rock the boat, whether you are in product development or marketing. But, from what we see, this type of behaviour also doesn’t reap any great rewards. This is why Challenger brands question incumbency at every level of their organisation in orde

What often causes this lagging behind are two principles of good management taught in business schools: that you should always listen to and respond to the needs of your best customers, and that you should focus investments on those innovations that promise the highest returns. But these two principles, in practice, actually sow the seeds of every