Andrew R. Thomas to Give TEDx Talk

Who Are You Innovating For?

Abstract: Andrew R. Thomas is the bestselling author of 19 books- including, most recently, THE CUSTOMER TRAP: HOW TO AVOID THE BIGGEST MISTAKE IN BUSINESS. A successful entrepreneur, he has traveled to and conducted business in more than 120 countries on all seven continents. Dr. Thomas is Contributing Editor at Industry Week; and, Associate Professor of Marketing and International Business at the University of Akron.

Bio: Many educators, designers, government officials, and corporate leaders believe that enhancing innovation is the best path for staying competitive in a globalized economy. Yet, far more than half of all new products and services will ultimately fail.  Why the high failure rate? Much of it surrounds the inability to recognize who the innovation is really for.