Staring You in the Face†

The path to new products might start with the customer data you've already collected. You just don't realize it.

Wall Street Journal, September 22, 2008 — In the quest for innovation, companies continuously collect and analyze ever-increasing amounts of customer data. But what if a company has already collected the most valuable information and doesn't realize it?

Sometimes the answer to the innovation challenge lies not in collecting new customer data but rather in finding creative ways to share and repurpose customer information that's already in-house.