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Too many companies tackle new growth without a game plan. Instead, they reuse old growth strategies that worked in the past. Or they fumble to figure out markets that might welcome the technologies incubating in their labs. Consequently, the plays that worked so well previously are no longer effective. And hit-or-miss efforts to force new growth often spawn costly innovation failures.
Yet you can innovate better, faster, cheaper. How? Anthony, Eyring, and Gibson suggest these steps:
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