Advances in innovation can't simply be more tweaks to basic decking products. For example, in the manufacture of WPC planks, the industry has gone from a 5x4-inch plank to a hollow, or tongue-and-groove, [then] back to a 5x4-inch plank.

Advances in innovation can't simply be more tweaks to basic decking products, ... For example, in the manufacture of WPC planks, the industry has gone from a 5x4-inch plank to a hollow, or tongue-and-groove, [then] back to a 5x4-inch plank.

More than 50% of innovation comes from the voice of the customer.

But now we are pursuing the concept of market-oriented innovation to make production and research mutually supportive.

I think people have to realize if they want services they're going to have to pay for them.

Sooner or later you run out of tweaks.