MOMENTAN AUSVERKAUFT
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Product Information
People like new products. They go out of their way to search for new products. However, companies are truly terrible at providing new products that meet their needs. They do not have a disciplined, replicable process that employs a mix of creativity and science to introduce new products efficiently and effectively.Product Identifiers
PublisherWiley & Sons, Incorporated, John
ISBN-100470643595
ISBN-139780470643594
eBay Product ID (ePID)99467782
Product Key Features
Number of Pages240 Pages
LanguageEnglish
Publication NameBrand New : Solving the Innovation Paradox -- How Great Brands Invent and Launch New Products, Services, and Business Models
Publication Year2011
SubjectConsumer Guides, General
TypeNot Available
Subject AreaBusiness & Economics, Référence
AuthorG. Michael Maddock, Luisa C. Uriarte, Paul B. Brown
FormatHardcover
Dimensions
Item Height0.9 in
Item Weight13 Oz
Item Length8.8 in
Item Width5.8 in
Additional Product Features
LCCN2011-005631
Dewey Edition22
IllustratedYes
Dewey Decimal658.5/75
Intended AudienceTrade
Lc Classification NumberHf5415.153
Table of ContentForeword ix About the Authors xi PART I Preparation and Strategy 1 Chapter 1 The Innovation Paradox 3 A Look at the Numbers 4 And Then It Really Falls Apart 7 Where Do We Go from Here? 9 A Unique Process 10 The Brand New Strategy 12 Execution 13 Chapter 2 Creating an Efficient and Effective Innovation Process 15 The Big Three: How Does Industry-Changing Innovation Happen? 16 Chapter 3 Circle #1: Finding the Need 25 Insight First, Idea Second 26 Narrowing Your Focus: Segmentation 30 Be Insight Agnostic 38 "It's a wonderful need . . . just not for us." 54 When Searching for Needs, Keep These Things in Mind 56 Chapter 4 Circle #2: Formulating the Idea 63 Beginning the Process of Ideation 64 Let Your Mind Diverge 72 Filling the Idea Out 77 Putting This to Work 79 What Would ___ Do: Utilizing Points of Departure 80 Converge: Distilling Concepts into Categories 83 Concept Development 86 Testing What You've Come up With 89 An Ideation Creativity 12-Step Program 93 Chapter 5 Circle #3: Successfully Communicating (and Profi ting from) What You Have Come Up With 95 A Brilliant Idea Badly Communicated Becomes a Bad Idea 96 Three and a Half Rules for Improving Your Communication Efforts 99 Use Their Words as a Springboard 103 Pay Attention When They Speak 107 Remember, Your Story May Not Be Their Story 110 "Huh?"--Clearly Saying What You Mean 111 Going Commercial (or you will never make any money if you can't explain what you have) 113 How to Utilize Social Media: Changing the Game for the Better 116 Mastering Communication 122 Chapter 6 Constructing Your Innovation "Portfolio" 125 Diversifying Your Innovation "Investments" 125 The Four Classes of Innovation 127 How to Divide Up Your Innovation "Assets" 132 Tactics to Increase Your Success 136 Budgeting in Your Innovation "Portfolio" 138 PART II Tools and Tactics 141 Chapter 7 Getting Outside the Jar: How to Infuse Outside Experts into Your Innovation Process 143 Practical Wisdom 144 Integration of the Left and Right Brain of an Organization 154 Idea "Parents" Wanted 156 The Role of Outside Experts in Building Your Innovation Portfolio 157 Chapter 8 Sustainable Innovation: Creating (and Profi ting) from a Green, White Space 163 Delivering on Needs and Making a Difference 164 Three Reasons to Find the Green Space 165 Steps toward Integrating Sustainability into Your Innovation Process 169 Actions Speak Louder than Words 174 The 5 Cs of Sustainable Innovation 175 Chapter 9 Introducing "The Innovation Power Score" -- A Method for Measuring the Potential of Your Innovation 179 The Insight Score 181 The Idea Score 187 The Communication Score 191 Conclusion 194 Three "Frequently Asked Questions" on the Advantages of the IPS 197 Chapter 10 Investools: A Case Study in Putting Your Innovation Process to Work 201 Investools' Innovation Paradox 202 If You Did It Once 208 Conclusion 210 Acknowledgments 211 Index 213
