In this sample instructional video, innovation expert and TLC instructor, Professor Steve Olson, teaches us that innovating along both the forward and the back dimensions of value creation is extremely important but is fraught with peril from start to finish.
The challenge of integrating product emotions with features and functions in ways that create and capture extraordinary value can befuddle even the best of companies. The amazing category-killing achievements of Apple are rare.
In this video, Professor Olson describes the internal and external reasons why so many companies fail to innovate with success.