If we were to consider the staff of S-Ray as a garage band, we may see some very interesting parallels to help understand current opportunities and challenges.
A garage band can be defined as “a group of amateur musicians who play for local audiences.” Key to the definition is the “local audience.”
S-Ray has chosen to follow a market driven innovation process. This means all product development is undertaken as an ongoing conversation with our intended customers and users. Our future customers tell us the product that they want to buy – our team simply needs to turn the vision of the customer into the product. Because our customers are in a well-defined industry – dentistry – there is a great deal of communication within our future customer group. While we are aware of a portion of those communications, there is substantially more communication which may have been started by S-Ray, but continues on without the prompting by the company.