Costovation solves the dilemma of how to spend less and innovates more. The book's revolutionary approach broadens the definition of innovation beyond products to the business model itself. With costovation, you let go of assumptions, take a fresh look at the market, and relentlessly focus on what customers really want. From open innovation and cost-sharing to simplifying products and turning waste into new offerings, listeners learn how rivals are carving out niches, protecting positions, and dominating industries.