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What companies are thinking is innovation starts with an idea. I have an idea. And now
I have to see it’s a good-- if it’s a good idea. And what they’re trying to do
is to get through that cycle very quickly. And if it’s a bad idea, they want to fail
fast. You know, what we’re saying is they don’t have to approach it in that fashion.
If you know all the customers’ needs up front, you’re not gonna be chasing ideas
that are bad ideas and trying to filter them out of the process and going on a guessing
game. Now on the invention side, you know what the problem you’re trying to solve
is already. You know you’re trying to create incandescent light bulb. What you don’t
know is what combination of metals and the length of the filament, the thickness, that
is really gonna make this work. Now in terms of failing fast there, again, you’re just
experimenting. And the quicker you can get through those experiments, the quicker you’ll
have your invention.