Companies do fine when it comes to incrementally improving a product line. But when they want to come up with an entirely new offering that will drive revenue, they struggle. Rob Erman, the former Head of Client Solution Innovation at BNY Mellon, offers a model for succeeding in this graphic. He defines four stages that successful projects go through on their way to the market: Incubation, Expansion, Maturation, and Commercialization.
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