If a company is only willing to innovate after seeing someone else succeed in the same endeavor, it's not genuinely at the forefront of innovation.
We know that the best innovators are customer obsessed because they don't think of themselves as a product that solves a problem. They think of themselves as a problem that needs a solution.
There will always be alternate solutions to any problem, but it takes corporate courage to truly be proactive in driving change.
Tune in with John Arnold on wherever you listen to catch the full conversation.
https://www.growthdrivershow.com/aligned-or-blind-ask-your-customers-with-john-arnold/
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John Arnold is a Principal Analyst at Forrester, helping B2B organizations grow revenue with marketing strategies for a digital-first world. He is an expert in frontline marketing strategies and the co-creator of Forrester's lifecycle revenue marketing approach. John has been a published marketing author since 2007 and began his career building marketing education programs at Constant Contact (IPO in 2007) and the Mobile Marketing Association. John was also on the advisory board at Wildfire (acquired by Google in 2012). John's marketing leadership roles include product marketing and sales enablement at Return Path (acquired by Validity), account-based marketing (ABM) strategy and consulting at Demandbase, and vice president of marketing at FullContact.
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