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Every business knows that innovation is crucial to remain relevant and competitive, and to grow. Organisations that stand out as leaders in their industries, such as the relatively new Uber or well-established Apple, have a common feature of success resting on their ability to disrupt the status quo by anticipating customer needs and wants, and delivering on this effectively.

However, in pursuit of innovative and creative excellence, many companies are too focused on developing ideal solutions for their most demanding customers. A plethora of features and increasing complexity escalates costs and alienates mainstream customers in the process...

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