What can one learn from this? Developing the future from the skills acquired in the past is dangerous. The greater weight is on the side of market access and brand.
Unfortunately, too often innovation is seen as something purely technical. At the same time, innovation must be market-driven or better still be market-driven. Technology is then often the medium of implementation and gives substance to the market vision.
So the challenge lies in the cooperation of marketing / sales on the one hand and R & D on the other. External moderation and the simultaneous introduction of modern innovation management methods helps to replace well-established inventor methods with new, fresh and forward-looking ways of working.