Curiosity is a muscle, argue innovation and customer experience consultants Andy Fromm and Diane Kander – you use it or lose it. Employing a creative structure, the authors relate the rise and near-demise of a fictional company to reveal why so many successful organizations nosedive into irrelevance. By asking four crucial questions, they explain, businesses can keep innovating; discovering and meeting customers’ evolving needs; and maintaining worker engagement.

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