Brand New Solving the Innovation Paradox - How Great Brands Invent and Launch New Products, Services, and Business Models

ISBN-10: 0470643595
ISBN-13: 9780470643594
Edition: 2011
List price: $22.99 Buy it from $4.36
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Book details

List price: $22.99
Copyright year: 2011
Publisher: John Wiley & Sons, Limited
Publication date: 5/6/2011
Binding: Hardcover
Pages: 218
Size: 5.75" wide x 8.50" long x 1.00" tall
Weight: 0.792
Language: English

Foreword
About the Authors
Preparation and Strategy
The Innovation Paradox
A Look at the Numbers
And Then It Really Falls Apart
Where Do We Go from Here?
A Unique Process
The Brand New Strategy
Execution
Creating an Efficient and Effective Innovation Process
The Big Three: How Does Industry-Changing Innovation Happen?
Circle #1: Finding the Need
Insight First, Idea Second
Narrowing Your Focus: Segmentation
Be Insight Agnostic
�It's a wonderful need … just not for us.�
When Searching for Needs, Keep These Things in Mind
Circle #2: Formulating the Idea
Beginning the Process of Ideation
Let Your Mind Diverge
Filling the Idea Out
Putting This to Work
What Would-Do: Utilizing Points of Departure
Converge: Distilling Concepts into Categories
Concept Development
Testing What You've Come up With
An Ideation Creativity 12-Step Program
Circle #3: Successfully Communicating (and Profiting from) What You Have Come Up With
A Brilliant Idea Badly Communicated Becomes a Bad Idea
Three and a Half Rules for Improving Your Communication Efforts
Use Their Words as a Springboard
Pay Attention When They Speak
Remember, Your Story May Not Be Their Story
�Huh?�-Clearly Saying What You Mean
Going Commercial (or you will never make any money if you can't explain what you have)
How to Utilize Social Media: Changing the Game for the Better
Mastering Communication
Constructing Your Innovation �Portfolio�
Diversifying Your Innovation �Investments�
The Four Classes of Innovation
How to Divide Up Your Innovation �Assets�
Tactics to Increase Your Success
Budgeting in Your Innovation �Portfolio�
Tools and Tactics
Getting Outside the Jar: How to Infuse Outside Experts into Your Innovation Process
Practical Wisdom
Integration of the Left and Right Brain of an Organization
Idea �Parents� Wanted
The Role of Outside Experts in Building Your Innovation Portfolio
Sustainable Innovation: Creating (and Profiting) from a Green, White Space
Delivering on Needs and Making a Difference
Three Reasons to Find the Green Space
Steps toward Integrating Sustainability into Your Innovation Process
Actions Speak Louder than Words
The 5 Cs of Sustainable Innovation
Introducing �The Innovation Power Score�-A Method for Measuring the Potential of Your Innovation
The Insight Score
The Idea Score
The Communication Score
Conclusion
Three �Frequently Asked Questions� on the Advantages of the IPS
Investools: A Case Study in Putting Your Innovation Process to Work
Investools' Innovation Paradox
If You Did It Once …
Conclusion
Acknowledgments
Index

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