Contents
Part I : Preparation and Strategy
Chapter 1 : The Innovation Paradox
And Then It Really Falls Apart
Chapter 2 : Creating an Efficient and Effective Innovation Process
The Big Three: How Does Industry-Changing Innovation Happen?
Chapter 3 : Circle #1: Finding the Need
Narrowing Your Focus: Segmentation
“It’s a wonderful need . . . just not for us.”
When Searching for Needs, Keep These Things in Mind
Chapter 4 : Circle #2: Formulating the Idea
Beginning the Process of Ideation
What Would ___ Do: Utilizing Points of Departure
Converge: Distilling Concepts into Categories
Testing What You’ve Come up With
An Ideation Creativity 12-Step Program
Chapter 5 : 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
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
