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b'We recently hosted a webcast conversation between Sonali Shetty, Entrepreneur & Founder of Kova Digital and Elliot Susel, Faculty Member at Lean Startup Co., focused on innovation and why it\\u2019s so important to speak to your customers early and often.\\n\\nIn Elliot and Sonali\\u2019s conversation, they discuss:\\n- The three major types of innovation.\\n- The importance of making it someone\\u2019s job in your company to work on innovation.\\n- Why it\\u2019s important to speak to your customers early and often to learn about what they want and need.\\n\\nAnd much, much more\\u2026\\n\\n\\nAbout ten years ago, Sonali Shetty recognized an approaching shift in the way companies could interact with their customers. Apple had just opened the app store, social media was on the rise, and Facebook had opened up their API to third party app developers. All of a sudden, companies could now directly communicate with their customers and client base. It was a new frontier.\\n\\n\\u201cI wanted to...educate [startups and corporations] on what this change meant for them and how they needed to prepare for it,\\u201d Shetty says. So Kova Digital was launched. At the time, they were a third-party app developer on Facebook. But the digital world took off quickly, and very soon the landscape evolved. Products weren\\u2019t just limited to apps, but mobile, web, and IoT came along, as well as algorithms and machine learning. But all this didn\\u2019t change Shetty\\u2019s focus, it just expanded the ways in which Kova Digital could help their customer base. \\n\\nShetty likes using the Deng Xioping analogy of crossing a river by feeling the stones. Your goal of crossing the river remains your focus, but you\\u2019re feeling your way as you go, stepping on the stones that provide the most solid footing and make the most sense. \\u201cWe always wanted to be a product innovation company, but we pivoted and modified in the best Lean Startup tradition in terms of what that means,\\u201d she says.\\n\\nEmail us: education@leanstartup.co\\nFollow Lean Startup Co. @leanstartup\\nhttps://leanstartup.co/education'