Break-through innovation happens when you target non-consumers 2/25/16

By Cindy Durham, SNPA assistant executive director

Break-through innovation tends to happen when industries focus on non-consumers, the judge for the inaugural Mega-Innovation Award told publishers during the closing session of the Key Executives Mega-Conference.

Contest judge Michael Maness, innovator-in-residence at Harvard Business School, said: "If you focus on people who aren't using anything that you do and build a solution for them, that tends to be a solution that gets adopted by other people. So, you want to be focused on segments in your communities where there's no heavy consumption."

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