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Marketing Matters Live!
On-location Broadcast
from the American Marketing Association’s Mplanet 2006

Innovation for Customer Value-- the only kind that matters: a discussion with Michael Treacy, Co-Founder & Chief Strategist, GEN3 Partners

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Michael Treacy, Chief Strategist for GEN3 Partners, founded a company that uses talent and methods developed in Russia to achieve product innovation. Hear real-world examples – from breakfast cereal to air travel to hybrid cars -- showing how a methodical approach to innovation – and a focus on areas that affect the buying process – can make the difference. Learn:

  • Why innovation is only truly useful when it affects the purchase decision

  • How to focus on the key parameters of customer value and eliminate wasted investment and effort

  • How looking broadly – into seemingly unrelated industries and technologies – can speed innovation
  • How to transcend incremental thinking by managing the risk/reward ratio.

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