When you last created a strategy for a new product or service, did you have all four of these people on the team?

First, someone who knows what the customer will buy and how much they will spend.

If you don’t have this person on the team you could end up with something that the company can’t sell at a profit.

Second, someone who generates creative ideas for innovative products or services.

If you don’t have this person on the team, you could end up with something that’s just a copycat of stuff that’s already in the market.

Third, someone who will tell you how the company will create or build the new service or product.

If you don’t have this person on the team you could invest a lot of time and money in a cool idea that you can’t profitably execute.

Fourth, someone who instinctively ‘gets’ people at an intuitive level and serves as a filter to ensure your ideas are real and take root in the hearts of your customers.

If you don’t have this person on the team you could develop something clever that makes no emotional connection with buyers.

No amount of brilliant leadership can compensate if you don’t have the right people in the right places on the team.

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