Companies make a big effort to show off when it comes to their latest product innovations. In the automotive industry this may be around concept cars; in defence and energy, virtual reality simulation is all the rage; and in silicon foundries it may be pushing the limits of miniaturisation to maintain the march of Moore’s Law.
The creation of futuristic products not only provides PR and sales opportunities, but also, in their creation, teams are formed, internal cultures developed and heroes created. Those wins are important, but the major benefit to companies is that as a consequence of the positive noise around the new product, their other products appear more desirable.…
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