How non-customers can fuel your innovation efforts

10/2/2013 | Harvard Business Review online

You may be able to identify opportunities for innovation by studying people who aren't currently customers of your company, writes Alessandro Di Fiore, CEO of the European Centre for Strategic Innovation. "The challenge, of course, is to identify why these people aren't customers already," he writes. To that end, you should segment these non-customers into different groups based on their reasons for staying away from your product.

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