Hidden WOMBAT: How Executives Innovate without the Waste of Money, Brains, and Time

Good ideas are killing great companies.

A waste of money, brains, and time (WOMBAT) is guaranteed if your company thinks product first, market second.

Every late-stage failure, every pivot, is a testament to this. When you're wrong about the market, you cannot be right about the product, so how do we fix this fundamental error?

Needs-Driven Innovation (NDI)—inspired by Stanford University's Biodesign program—turns the typical innovation process on its head. Instead of failing with product-mark...