Jaruzelski makes the point that innovation is not directly tied to R&D spending. In fact, he observes, some of the top spenders achieve some of the worst results. In part, this seems to be the typical problem of 'too many resources make complexity'.
Need Seekers are focused on understanding their customers’ needs deeply and being the first to market with innovation as a consequence of that deep understanding.
"All three models employ customer insight, and it’s important to note that the three produced comparable financial performance. No model was inherently superior financially. The one thing that cut across both industries and models is that the more a company relied on direct customer insight, the better it did", comments Jaruzelski.