must learn what customers really want, not what they say they want or what we think they should want. - Eric Ries

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must learn what customers really want, not what they say they want or what we think they should want.

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It’s also important that the word innovation be understood broadly. Startups use many kinds of innovation: novel scientific discoveries, repurposing an existing technology for a new use, devising a new business model that unlocks value that was hidden, or simply bringing a product or service to a new location or a previously underserved set of customers. In all these cases, innovation is at the heart of the company’s success.

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