Innovation lessons from Urban Outfitters and Google

05/8/2013 | SmartBrief/SmartBlog on Finance

Google and Urban Outfitters are disparate examples of companies that built success on finding niches that competitors weren't interested in, writes Kaihan Krippendorff. Discovering such "fourth options" requires knowing what the status quo and straightforward strategies will bring, and then asking "uncommon questions" to unlock innovation and revenue, Krippendorff writes.

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