"Innovation distinguishes between a leader and a follower."-Steve JobsConsumers are a fickle, sneaky, transient, hard-to-find, crazy bunch. We all know that the aggregate composite of what we call "the average consumer" is changing each year at the margins, but year-on-year, the "average consumer" is a pretty stable unit.So to get any real growth over last year, you have to do one or more of the following:1.breakthrough innovations 2.nominal innovations3.line extensions4.a repositioning of who your brand is targeting, use occasions, etc.5.big
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