Beschreibung
Brand News revolutionary innovation process is a
proven road map you can put to work
immediately to create successful new products, services, and business models. Written by leading innovation practitioners, and the coauthor of the bestseller
Customers for Life, the authors of this tightly focused, highly entertaining book have nailed the issue perfectly when it comes to successfully introducing anything new.
Research shows people like new products and services. Indeed they go out of their way to try to find them. Yet companies are truly terrible at providing new products and services that meet these customers needs.
Why are companies so bad at giving customers what they want? Because they lack a simple proven process that makes sure innovation occurs efficiently time after time.
No one knows this better than Mike Maddock and his team at Maddock Douglas, the Agency of Innovation, which has worked closely with more than a quarter ofFortune 100.
To solve the innovation paradox, Maddock explains the process his team has used to help the worlds best companies and shows you how to
Find needs and opportunity in the marketplaceCome up with significant market insightsCreate compelling communication (using the actual words your customers use) to convince people to try your new creation
What has worked for some of the worlds most successful companies, when it comes to innovation, will work for you. Start putting the lessons ofBrand New to work for youbefore the competition does.
Autorenportrait
G. MICHAEL MADDOCK is the founding partner and Chairman of Maddock Douglas (www.maddockdouglas.com) a ninety-person consulting firm whose mission is to conceptualize, design, build, and launch new products and brands that have a high probability of success. Their clients include Allstate, Cargill, ESPN, Hess, International Paper, Johnson& Johnson, Mohegan Sun, Procter& Gamble, Schering-Plough, and Unilever. Maddock, a frequent speaker at marketing and innovation conferences worldwide, is also coauthor of the "Innovation Engine" column on BusinessWeek.com.
LUISA C. URIARTE is partner and Executive Vice President of Maddock Douglas where she oversees the insights and research functions for the firm. Luisa has more than twenty years of experience in managing research and marketing consulting projects of international scope.
PAUL B. BROWN is a longtime contributor to theNew York Times. A former editor and writer forBusinessWeek,Forbes, andInc., Brown is the author or coauthor of numerous bestsellers, includingCustomers for Life, written with Carl Sewell, which has sold more than 1 million copies worldwide.
Inhalt
Foreword 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
Its 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 Youve 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 cant 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
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