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Archive >  December 2013 Issue >  Management > 

Apple and Oranges: Why B2B Companies Fail


Customers can't tell you what they want; that's why Steve Jobs never asked them. It's a popular (if slightly arrogant) attitude among innovators. Perhaps you've heard — or said — something similar at your company. So you assemble a crack team of big brains and task them with thinking up a great ...

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