{"product_id":"brand-new-9780470643594","title":"Brand New","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003ci\u003eBrand New's\u003c\/i\u003e revolutionary innovation process is a \u003cb\u003eproven\u003c\/b\u003e road map you can put to work \u003ci\u003eimmediately\u003c\/i\u003e to create successful new products, services, and business models. Written by leading innovation practitioners, and the coauthor of the bestseller \u003ci\u003eCustomers for Life\u003c\/i\u003e, the authors of this tightly focused, highly entertaining book have nailed the issue perfectly when it comes to successfully introducing anything new.  \u003cp\u003eResearch 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.\u003c\/p\u003e \u003cp\u003eWhy 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.\u003c\/p\u003e \u003cp\u003eNo 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 of \u003ci\u003eFor\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003c\/i\u003e\u003c\/p\u003e\u003cp\u003eForeword ix\u003c\/p\u003e \u003cp\u003eAbout the Authors xi\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePART I Preparation and Strategy 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 1 The Innovation Paradox 3\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eA Look at the Numbers 4\u003c\/p\u003e \u003cp\u003eAnd Then It Really Falls Apart 7\u003c\/p\u003e \u003cp\u003eWhere Do We Go from Here? 9\u003c\/p\u003e \u003cp\u003eA Unique Process 10\u003c\/p\u003e \u003cp\u003eThe Brand New Strategy 12\u003c\/p\u003e \u003cp\u003eExecution 13\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 2 Creating an Efficient and Effective Innovation Process 15\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Big Three: How Does Industry-Changing Innovation Happen? 16\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 3 Circle #1: Finding the Need 25\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eInsight First, Idea Second 26\u003c\/p\u003e \u003cp\u003eNarrowing Your Focus: Segmentation 30\u003c\/p\u003e \u003cp\u003eBe Insight Agnostic 38\u003c\/p\u003e \u003cp\u003e “It’s a wonderful need . . . just not for us.” 54\u003c\/p\u003e \u003cp\u003eWhen Searching for Needs, Keep These Things in Mind 56\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 4 Circle #2: Formulating the Idea 63\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBeginning the Process of Ideation 64\u003c\/p\u003e \u003cp\u003eLet Your Mind Diverge 72\u003c\/p\u003e \u003cp\u003eFilling the Idea Out 77\u003c\/p\u003e \u003cp\u003ePutting This to Work 79\u003c\/p\u003e \u003cp\u003eWhat Would ___ Do: Utilizing Points of Departure 80\u003c\/p\u003e \u003cp\u003eConverge: Distilling Concepts into Categories 83\u003c\/p\u003e \u003cp\u003eConcept Development 86\u003c\/p\u003e \u003cp\u003eTesting What You’ve Come up With 89\u003c\/p\u003e \u003cp\u003eAn Ideation Creativity 12-Step Program 93\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 5 Circle #3: Successfully Communicating (and Profi ting from) What You Have Come Up With 95\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eA Brilliant Idea Badly Communicated Becomes a Bad Idea 96\u003c\/p\u003e \u003cp\u003eThree and a Half Rules for Improving Your Communication Efforts 99\u003c\/p\u003e \u003cp\u003eUse Their Words as a Springboard 103\u003c\/p\u003e \u003cp\u003ePay Attention When They Speak 107\u003c\/p\u003e \u003cp\u003eRemember, Your Story May Not Be Their Story 110\u003c\/p\u003e \u003cp\u003e“Huh?”—Clearly Saying What You Mean 111\u003c\/p\u003e \u003cp\u003eGoing Commercial (or you will never make any money if you can’t explain what you have) 113\u003c\/p\u003e \u003cp\u003eHow to Utilize Social Media: Changing the Game for the Better 116\u003c\/p\u003e \u003cp\u003eMastering Communication 122\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 6 Constructing Your Innovation “Portfolio” 125\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eDiversifying Your Innovation “Investments” 125\u003c\/p\u003e \u003cp\u003eThe Four Classes of Innovation 127\u003c\/p\u003e \u003cp\u003eHow to Divide Up Your Innovation “Assets” 132\u003c\/p\u003e \u003cp\u003eTactics to Increase Your Success 136\u003c\/p\u003e \u003cp\u003eBudgeting in Your Innovation “Portfolio” 138\u003c\/p\u003e \u003cp\u003ePART II Tools and Tactics 141\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 7 Getting Outside the Jar: How to Infuse Outside Experts into Your Innovation Process 143\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003ePractical Wisdom 144\u003c\/p\u003e \u003cp\u003eIntegration of the Left and Right Brain of an Organization 154\u003c\/p\u003e \u003cp\u003eIdea “Parents” Wanted 156\u003c\/p\u003e \u003cp\u003eThe Role of Outside Experts in Building Your Innovation Portfolio 157\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 8 Sustainable Innovation: Creating (and Profi ting) from a Green, White Space 163\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eDelivering on Needs and Making a Difference 164\u003c\/p\u003e \u003cp\u003eThree Reasons to Find the Green Space 165\u003c\/p\u003e \u003cp\u003eSteps toward Integrating Sustainability into Your Innovation Process 169\u003c\/p\u003e \u003cp\u003eActions Speak Louder than Words 174\u003c\/p\u003e \u003cp\u003eThe 5 Cs of Sustainable Innovation 175\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 9 Introducing “The Innovation Power Score” — A Method for Measuring the Potential of Your Innovation 179\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Insight Score 181\u003c\/p\u003e \u003cp\u003eThe Idea Score 187\u003c\/p\u003e \u003cp\u003eThe Communication Score 191\u003c\/p\u003e \u003cp\u003eConclusion 194\u003c\/p\u003e \u003cp\u003eThree “Frequently Asked Questions” on the Advantages of the IPS 197\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 10 Investools: A Case Study in Putting Your Innovation Process to Work 201\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eInvestools’ Innovation Paradox 202\u003c\/p\u003e \u003cp\u003eIf You Did It Once 208\u003c\/p\u003e \u003cp\u003eConclusion 210\u003c\/p\u003e \u003cp\u003eAcknowledgments 211\u003c\/p\u003e \u003cp\u003eIndex 213\u003c\/p\u003e","brand":"John Wiley \u0026 Sons Inc","offers":[{"title":"Default Title","offer_id":48864634929495,"sku":"9780470643594","price":20.79,"currency_code":"GBP","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9780470643594.jpg?v=1722272825","url":"https:\/\/bookcurl.com\/products\/brand-new-9780470643594","provider":"Book Curl","version":"1.0","type":"link"}