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Why companies need to move away from a product first orientation to pursuing innovation based on customer need.In the past, companies found success with a product-first orientation; they made a thing that did a thing. The Inversion Factor explains why the companies of today and tomorrow will have to abandon the product-first orientation. Rather than asking How do the products we make meet customer needs? companies should ask How can technology help us reimagine and fill a need? Zipcar, for example, instead of developing another vehicle for moving people from point A to point B, reimagined how ...