Innovation Isn’t About New Products, It’s About Changing Behavior

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Companies are not so much in the business of what we buy, but the way we act.


SUMMARY: True innovation is about changing the way people act, not just coming up with new technological developments, Thomas Koulopoulos writes. “The greatest shift in the way we view innovation will be that the innovation surrounding behavior will need to be as continuous a process as the innovation of products has been over the last hundred years,” he writes.



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