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"Building a Culture of Innovation" is less about innovation for innovation's sake and more about fostering a culture of innovation so your business can survive in an environment of constant change, rapidly improving technology, and rapidly declining customer loyalty. It argues that innovation shouldn't be the exclusive domain of the R & D department, but should be the lifeblood of the company. It should be something that is encouraged and developed within your business and within your employees. Innovation should also be developed in your approach to the external world (aka current and potential customers) through the adaptive use of insights from technology (like Big Data).

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