LEGO brought consumers in not only at the front end of their NPD process, but encouraged them to stay during all phases. A radical break from tradition, this new way of thinking provides valuable insight and open-ended input.

New product launches are traditionally marketing’s mechanism for driving incremental growth. In the “good old days,” innovations nearly always guaranteed growth for companies. There are always famous exceptions to the rule, including Edsel, New Coke and Sony’s Betamax. Today’s Marketers find themselves in a hyper-competitive landscape. Sometimes the product is NEW, other times it’s IMPROVED.…

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