Hidden WOMBAT

Hidden WOMBAT
Category: Marketing & Sales

Good ideas are killing great companies.

A waste of money, brains, and time (WOMBAT) is guaranteed if your company thinks product first, market second.

Every late-stage failure, every “pivot,” is a testament to this. When you’re wrong about the market, you cannot be right about the product, so why is innovation done this way?

Needs-Driven Innovation—inspired by Stanford University’s Biodesign—turns the typical innovation process on its head. Instead of failing with product-market fit, NDI discovers market-product fit. Every time.

Reversing the accepted dogma, NDI eliminates hidden WOMBATs so that every great market finds its great idea.

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