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Don’t sell your product, sell the experience of it

18 March, 2015 | (01 hr)

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The webcast will illuminate new pathways to innovation in large companies and the transformational consequences for the processes of innovation, marketing, strategic planning, and C-suite executive leadership. Major consumer-facing firms, from hairspray to health, from courier services to cell phones, are embracing “customer empathy” as the first step in creating new products and services. The webcast will describe how innovation itself has been "reverse-engineered," as it were. The once secretive processes of R&D, where products were created then "thrown over the wall" for marketing to sell, has been turned upside down:  understanding the customer comes first, which drives how innovations are now "designed."   

Key Learnings:

  • Identifying customer need
  • Adopting processes based on speed, inexpensive prototyping, and rewarding “Failure” 
  • Moving from simple low-cost prototypes to high-value products 
  • Marketing digitally 
  • Securing senior executive air cover and financial support 


Jim Lichtenberg

Jim Lichtenberg
Program Director

Jim Lichtenberg is a Program Director for The Conference Board Digital Stragegy Council.  His expertise is in e-business strategy. Lichtenberg has successfully completed business-building assignments for clients such as Prudential, Nestle, John Wiley, AT&T, and DuPont. His articles on te...Full Bio

Velizar Velkov

Velizar Velkov (Moderator)
Manager, Business Development, Executive Programmes
The Conference Board

Velizar is managing the membership for Councils and Academies at The Conference Board. He is a creative thinker with solid sales and marketing professional background and education. Velizar is interested in commercial innovation, sustainable business development and corporate entrepreneurship. He...Full Bio

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