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Soken and Wengert identify and explore the barriers that make it difficult to break ...
Soken and Wengert identify and explore the barriers that make it difficult to break free of old habits and provide the tools to unleash creativity that lead to true innovation. This book takes a deeper look into the human psyche that makes it possible to identify future market offerings that customers often don't yet know they need.
The genuine visionary in the marketplace remains competitive by being steps ahead in recognizing emerging customer needs and desires and taking the appropriate measures to counter the deeply inherent resistance to change. Successfully reaching beyond the status quo is the true competitive advantage.