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Originally presented: 26 May 2021

According to Nielsen, 90% of new ideas fail because of misunderstood consumer needs and desires. Be one of the successful 10% by creating an innovation culture that empowers employees to “test before they invest.” We’ll be discussing tactics so that decision-makers get the evidence they need to answer the right questions at the right time. Julia Shalet, the "Product Doctor," is an award-winning innovator, product mentor, qualitative researcher, university tutor, and corporate trainer. Her book, "The Really Good Idea Test," was published by Pearson and has just won an Axiom Business Book Award.

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