Why Innovation Shouldn't Start With Business Requirements

www.forbes.com

100% this.

The scary thing is, most established companies start every project like this:

At work, there's a new project kicking off. So, naturally, your product development team starts with business requirements gathering. A series of requirements gathering sessions asks stakeholders and customers, "What do you want?" However, this approach is not only highly problematic, but it can possibly lead to disastrous results for new products and services.

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