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Monetizing Innovation: How Smart Companies Design the Product Around the Price Subclass_POPULAR SCIENCE The most authoritative life ofInnovation is the most important driver of growth. Today, more than ever, companies need to innovate to survive. But successful innovation measured in dollars and cents is a very hard target to hit. Companies obsess over being creative and innovative and spend significant time and expense in designing and building products, yet struggle to monetize them: 72% of innovations fail to meet their financial targets or fail entirely. Many companies have come