Your Customer Doesn't Know
 What He Wants

New product categories are risky but rewarding
The iPhone was not just a mobile phone. Steve Jobs created a New Product Category operating on the principal of “The customers never know what they want until we show them.” Incremental improvements to well established products are the lowest risk new products, and successful new product concepts are rare. But the brave entrepreneurs who create them and push them to commercial success are the individuals we depend on to advance our society. The wave of technology innovation now underway creates many opportunities for New Product Categories across a broad spectrum of high tech and traditional businesses.

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