In an analogy, this is how most writers, creators, and entrepreneurs think about product creation, innovation, digital transformation, and marketing. They start with “what exists,” and then aim to “disrupt” or “change” or “transform” the way it is. They assume the market. They say, “Impressionism is what people clearly want. So let’s do impressioni

Simply put, when the best firms succeeded, they did so because they listened responsively to their customers and invested aggressively in the technology, products, and manufacturing capabilities that satisfied their customers’ next-generation needs.

When we have invented, our long-term, patient approach—driven by customer need—has been fundamentally different from the more conventional “skills-forward” approach to invention, in which a company looks for new business opportunities that neatly fit with its existing skills and competencies. While this approach can be rewarding, there is a fundame