When it comes to innovation, company leaders usually hit the
drawing board to come up with new product features and designs.
They look for a better car, bicycle or running shoe. However, as
Niraj Dawar, marketing strategy expert and author of
the book, "Tilt: Shifting Your Strategy from Products to
Customers," explains, innovation with
customer interactions also needs to happen if companies want to
maintain a competitive advantage.
We recently spoke with Dawar about what...