Making a lasting change is usually easier said than done. Most of us spend more time talking about that next exercise program we plan to start than we do actually going through with it. Businesses have just as much difficulty as individuals in going through with change. Too often, companies are unwilling or unable to carry out the changes that need to be made in order to grow organically.

Growing organically by creating differentiated products and services is difficult. It requires constancy of purpose and a willingness to invest over time. The problem is that consistent, successful organic growth is steeped in change. Companies that can’t make the transitions required will always be left behind.

Investment in profitable, sustainable organic growth must be done at two levels. First, you must learn the new skills and tools of “direct customer engagement,” and second, you must apply what you’ve learned with customers very early in the new product development cycle.

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