Why R&D investment alone doesn’t drive innovation

"Innovation doesn’t fund itself. Pricing does. Companies that embed strategic pricing into their R&D processes create a flywheel of innovation, differentiation, and growth. Here’s why pricing needs to be part of the conversation from day one." 
Tom McClure, Director 

When companies talk about innovation, the conversation almost always centers on R&D. What should we build? How much should we invest? What technologies lead the pack? These are important questions, but they often miss a more fundamental one: how will we capture and sustain the value of what we create? That’s where pricing comes in, and it’s what makes innovation pay for itself and actually scale. 

Too often, pricing is treated as a post-launch task and something handled…