Breakthrough Zone

A breakthrough is a discontinuous change that makes new thingspossible and takes performance in a market to a new level. Thisbook is about creating breakthroughs in large organizations whereso much energy is often committed to existing activity. Drawing ontheir wide experience of working with top companies includingBritish Airways, BUPA, and Carphone Warehouse, Ray Langmaid and MacAndrews argue that it is customers themselves who are best-placedto conceive great new products and services, but that they willneed time and trust to work out how these might best be created.Traditional ways of talking to customers such as focus groups lackhonesty and place perceptual barriers - what is needed is a newapproach that is open, honest and ongoing. The solution is theBreakthrough Zone, a creative meeting of customer and executives inwhich desires are unlocked and needs identified. Versatile enoughto be used with groups of any size, this process is built onpersonal relationships, and proven to generate really innovativeideas for brand extensions and product development. Provides the tools and techniques to enable you to get closer toyour customers - a step-by-step guide shows you how to implementthe 'Breakthrough Zone' process Explores why this type of communication is so much more effectivethan focus groups or traditional database-driven approaches toengaging in customer dialogue Previous innovations generated in the Breakthrough Zone includeBA's 'Beds for Business', BT's 'It's Good to Talk' and new marketstrategies for VISA and Dell