Great book for innovators 

When Coffee and Kale Compete: Become great at making products people will buy by Alan Klement

Just finished this book. 

My review is: 

Great book with helpful examples and figures. Discovered innovation ideas and product design approaches that professionals and businesses can learn from the book.

My lessons that I learned are:

• When create or improve product you need to define carefully what are the customers' needs and more than that what they want to achieve as an end result
• Ideas need to be validated and monitored in real environment and based on the outcomes to be adjusted so the customer want to use the product 
• Every new product customer decides to use replaces other that was used before for that job
• Not every innovation is working solution for the market
• Products need to be designed not exactly on what customers say in the interviews, but on how to solve and make them have progress compared to previous situations. 

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