When it comes to innovation, businesses have a strong bias for the new. The idea of creating a fresh new product, the prospect of increasing market share with brand new offerings, or the vision of disrupting some slow-moving incumbent with a radical new technology – these have an inherently strong appeal for companies keen for growth. What’s more, legacy products seem to be at a natural disadvantage. Company leaders and product managers worry that these core products have been around for years and may not be able to deliver much more. How will they perform well enough for us to meet our targets?
"How Gatorade Invented New Products by Revisiting Old Ones" is from hbr.org, published on August 17, 2017.