Brand New
Solving the Innovation Paradox -- How Great Brands Invent and Launch New Products, Services, and Business Models
Published on 23. March 2011
218 pages
978-1-118-09595-9 (ISBN)
Description
Brand New's revolutionary innovation process is aproven road map you can put to work immediately tocreate successful new products, services, and business models.Written by leading innovation practitioners, and the coauthor ofthe bestseller Customers for Life, the authors of thistightly focused, highly entertaining book have nailed the issueperfectly 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. Yetcompanies are truly terrible at providing new products and servicesthat meet these customers' needs.
Why are companies so bad at giving customers what they want?Because they lack a simple proven process that makes sureinnovation occurs efficiently time after time.
No one knows this better than Mike Maddock and his team atMaddock Douglas, the Agency of Innovation,(TM) which has workedclosely with more than a quarter of Fortune 100.
To solve the innovation paradox, Maddock explains the processhis team has used to help the world's best companies andshows you how to
* Find needs and opportunity in the marketplace
* Come up with significant market insights
* Create compelling communication (using the actual words yourcustomers use) to convince people to try your new creation
What has worked for some of the world's most successfulcompanies, when it comes to innovation, will work for you. Startputting the lessons of Brand New to work foryou...before the competition does.
Research shows people like new products and services.Indeed they go out of their way to try to find them. Yetcompanies are truly terrible at providing new products and servicesthat meet these customers' needs.
Why are companies so bad at giving customers what they want?Because they lack a simple proven process that makes sureinnovation occurs efficiently time after time.
No one knows this better than Mike Maddock and his team atMaddock Douglas, the Agency of Innovation,(TM) which has workedclosely with more than a quarter of Fortune 100.
To solve the innovation paradox, Maddock explains the processhis team has used to help the world's best companies andshows you how to
* Find needs and opportunity in the marketplace
* Come up with significant market insights
* Create compelling communication (using the actual words yourcustomers use) to convince people to try your new creation
What has worked for some of the world's most successfulcompanies, when it comes to innovation, will work for you. Startputting the lessons of Brand New to work foryou...before the competition does.
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Michael Maddock | Paul B. Brown
Brand New
Solving the Innovation Paradox -- How Great Brands Invent and Launch New Products, Services, and Business Models
Book
05/2011
Wiley
€31.00
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Persons
G. Michael Maddock is the founding partner and Chairman ofMaddock Douglas (www.maddockdouglas.com) a ninety-person consultingfirm whose mission is to conceptualize, design, build, and launchnew products and brands that have a high probability of success.Their clients include Allstate, Cargill, ESPN, Hess,InternationalPaper, Johnson & Johnson, Mohegan Sun, Procter& Gamble, Schering-Plough, and Unilever. Maddock, a frequentspeaker at marketing and innovation conferences worldwide, is alsocoauthor of the"Innovation Engine" column on BusinessWeek.com.
Luisa C. Uriarte is partner and Executive Vice Presidentof Maddock Douglas where she oversees the insights and researchfunctions for the firm. Luisa has more than twenty years ofexperience in managing research and marketing consulting projectsof international scope.
Paul B. Brown is a longtime contributor to the NewYork Times. A former editor and writer for BusinessWeek,Forbes, and Inc., Brown is the author or coauthor ofnumerous bestsellers, including Customers for Life, writtenwith Carl Sewell, which has sold more than 1 million copiesworldwide.
Luisa C. Uriarte is partner and Executive Vice Presidentof Maddock Douglas where she oversees the insights and researchfunctions for the firm. Luisa has more than twenty years ofexperience in managing research and marketing consulting projectsof international scope.
Paul B. Brown is a longtime contributor to the NewYork Times. A former editor and writer for BusinessWeek,Forbes, and Inc., Brown is the author or coauthor ofnumerous bestsellers, including Customers for Life, writtenwith Carl Sewell, which has sold more than 1 million copiesworldwide.
Content
Foreword.
About the Authors.
Part I Preparation and Strategy.
Chapter 1 The Innovation Paradox.
Chapter 2 Creating an Efficient and Effective InnovationProcess.
Chapter 3 Circle #1: Finding the Need.
Chapter 4 Circle #2: Formulating the Idea.
Chapter 5 Circle #3: Successfully Communicating (and Profitingfrom) What You Have Come Up With.
Chapter 6 Constructing Your Innovation"Portfolio".
Part II Tools and Tactics.
Chapter 7 Getting Outside the Jar: How to Infuse Outside Expertsinto Your Innovation Process.
Chapter 8 Sustainable Innovation: Creating (and Profiting) froma Green, White Space.
Chapter 9 Introducing "The Innovation Power Score"-- A Method for Measuring the Potential of Your Innovation.
Chapter 10 Investools: A Case Study in Putting Your InnovationProcess to Work.
Acknowledgments.
Index.
About the Authors.
Part I Preparation and Strategy.
Chapter 1 The Innovation Paradox.
Chapter 2 Creating an Efficient and Effective InnovationProcess.
Chapter 3 Circle #1: Finding the Need.
Chapter 4 Circle #2: Formulating the Idea.
Chapter 5 Circle #3: Successfully Communicating (and Profitingfrom) What You Have Come Up With.
Chapter 6 Constructing Your Innovation"Portfolio".
Part II Tools and Tactics.
Chapter 7 Getting Outside the Jar: How to Infuse Outside Expertsinto Your Innovation Process.
Chapter 8 Sustainable Innovation: Creating (and Profiting) froma Green, White Space.
Chapter 9 Introducing "The Innovation Power Score"-- A Method for Measuring the Potential of Your Innovation.
Chapter 10 Investools: A Case Study in Putting Your InnovationProcess to Work.
Acknowledgments.
Index.
