Breakthrough knowledge, on the other hand, challenges our fundamental beliefs about how the world works or introduces a new lens through which to see the world. It sticks with us.
Incremental knowledge further confirms what we already know to be true. It is reading yet another book on marketing, when we’ve already read twenty. It is an interesting tidbit that temporarily entertains, but is quickly forgotten.
Big, mass-market apparel brands have faced intensifying market-share threats from smaller, niche competitors, fast-fashion brands, and cheap, private-label products. Automation appears a panacea. With greater spending power, apparel giants can innovate and implement robotics faster than smaller competitors. Then, by coupling those innovations with industry-leading point-of-sale and social media data, they can more cost-effectively diagnose and meet ever-changing consumer demand.