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Thinkers50 Podcast: Geoff Tuff

By Geoff Tuff

In this Thinkers50 Brightline Initiative Podcast, Stuart Crainer interviews Geoff Tuff, co-author of Detonate. The two discuss how businesses shuld allocate their spend between trying to disrupt markets versus advancing their core business.

Seven years ago, Tuff's research pointed out the Golden Rule of Innovation that explains what helps innovative companies out earn other innovators is a ratio of attention and budget that looks like:

  • 70% of spend and attention to incrementally advancing your core business
  • 20% extending into adjacencies
  • 10% trying to disrupt and transform . . .

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