When you work to bring a product to market, there are two approaches most companies follow. The first is the easy one — the market asks for a specific product, and you build one to meet that market need.
The second approach is the more complicated one and is a true innovation approach. For example, think Post-it notes, screw cap soda bottles, and smartphones … we can’t live without them, right? Wrong. The world didn’t know it needed any of these things. They were developed without a market demand, and it turns out, were things everyone needed (at least for a while…). This is what most R&D programs strive to do — create something that the industry doesn’t know it needs yet and is going to LOVE when they get it.
…click below to read more about how ABM created and marketed products to utilize Trichoderma, a naturally occurring fungus found in soils worldwide.