You are previewing Brand New: Solving the Innovation Paradox—How Great Brands Invent and Launch New Products, Services, and Business Models.
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Brand New: Solving the Innovation Paradox—How Great Brands Invent and Launch New Products, Services, and Business Models

Book Description

Brand New's 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 of Fortune 100.

To solve the innovation paradox, Maddock explains the process his team has used to help the world's best companies and shows you how to

  • Find needs and opportunity in the marketplace

  • Come up with significant market insights

  • Create compelling communication (using the actual words your customers use) to convince people to try your new creation

What has worked for some of the world's most successful companies, when it comes to innovation, will work for you. Start putting the lessons of Brand New to work for you...before the competition does.

Table of Contents

  1. Cover
  2. Contents
  3. Title
  4. Copyright
  5. Foreword
  6. About the Authors
  7. Part I : Preparation and Strategy
    1. Chapter 1 : The Innovation Paradox
      1. A Look at the Numbers
      2. And Then It Really Falls Apart
      3. Where Do We Go from Here?
      4. A Unique Process
      5. The Brand New Strategy
      6. Execution
      7. Coming Up Next
    2. Chapter 2 : Creating an Efficient and Effective Innovation Process
      1. The Big Three: How Does Industry-Changing Innovation Happen?
      2. Coming Up Next
    3. Chapter 3 : Circle #1: Finding the Need
      1. Insight First, Idea Second
      2. Narrowing Your Focus: Segmentation
      3. Be Insight Agnostic
      4. “It’s a wonderful need . . . just not for us.”
      5. When Searching for Needs, Keep These Things in Mind
      6. Coming Up Next
    4. Chapter 4 : Circle #2: Formulating the Idea
      1. Beginning the Process of Ideation
      2. Let Your Mind Diverge
      3. Filling the Idea Out
      4. Putting This to Work
      5. What Would ___ Do: Utilizing Points of Departure
      6. Converge: Distilling Concepts into Categories
      7. Concept Development
      8. Testing What You’ve Come up With
      9. An Ideation Creativity 12-Step Program
      10. Coming Up Next
    5. Chapter 5 : Circle #3: Successfully Communicating (and Profiting from) What You Have Come Up With
      1. A Brilliant Idea Badly Communicated Becomes a Bad Idea
      2. Three and a Half Rules for Improving Your Communication Efforts
      3. Use Their Words as a Springboard
      4. Pay Attention When They Speak
      5. Remember, Your Story May Not Be Their Story
      6. “Huh?”—Clearly Saying What You Mean
      7. Going Commercial (or You Will Never Make any Money If You Can’t Explain What You Have)
      8. How to Utilize Social Media: Changing the Game for the Better
      9. Mastering Communication
      10. Coming Up Next
    6. Chapter 6 : Constructing Your Innovation “Portfolio”
      1. Diversifying Your Innovation “Investments”
      2. The Four Classes of Innovation
      3. How to Divide Up Your Innovation “Assets”
      4. Tactics to Increase Your Success
      5. Budgeting in Your Innovation “Portfolio”
      6. Coming Up Next
  8. Part II : Tools and Tactics
    1. Chapter 7 : Getting Outside the Jar: How to Infuse Outside Experts into Your Innovation Process
      1. Practical Wisdom
      2. Integration of the Left and Right Brain of an Organization
      3. Idea “Parents” Wanted
      4. The Role of Outside Experts in Building Your Innovation Portfolio
      5. Coming Up Next
    2. Chapter 8 : Sustainable Innovation: Creating (and Profiting) from a Green, White Space
      1. Delivering on Needs and Making a Difference
      2. Three Reasons to Find the Green Space
      3. Steps toward Integrating Sustainability into Your Innovation Process
      4. Actions Speak Louder than Words
      5. The 5 Cs of Sustainable Innovation
      6. Coming Up Next
    3. Chapter 9 : Introducing “The Innovation Power Score”—A Method for Measuring the Potential of Your Innovation
      1. The Insight Score
      2. The Idea Score
      3. The Communication Score
      4. Conclusion
      5. Three “Frequently Asked Questions” on the Advantages of the IPS
      6. Coming Up Next
    4. Chapter 10 : Investools: A Case Study in Putting Your Innovation Process to Work
      1. Investools’ Innovation Paradox
      2. If You Did It Once . . .
      3. Conclusion
  9. Acknowledgments
  10. Index