By David Meer & Richard Steele
Admap, June '06
(excerpt)

To grow, companies must learn how to take more leaps of imagination and fewer leaps of faith. This means getting better at developing truly useful customer information and acting on it. In this article, we will discuss why the traditional approach to gathering and synthesizing customer insight has failed and the impact this has had on companies' ability to grow. We will then outline a new approach focused ona few key criteria for gaining confidence in a growth idea. Finally, we will illustrate the benefits of using this approach by sharing some recent real-world examples.

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