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

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Overview

BRAND NEW Solving the Innovation Paradox—How Great BrandsInvent and Launch New Products, Services, and Business Models

Brand New's revolutionary innovation process is a provenroad map you can put to work immediately to create successful newproducts, services, and business models. Leading innovationpractitioners, and the coauthor of the bestseller Customers forLife, the authors of this tightly focused, highly entertainingbook have nailed the ...

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Overview

BRAND NEW Solving the Innovation Paradox—How Great BrandsInvent and Launch New Products, Services, and Business Models

Brand New's revolutionary innovation process is a provenroad map you can put to work immediately to create successful newproducts, services, and business models. Leading innovationpractitioners, and the coauthor of the bestseller Customers forLife, the authors of this tightly focused, highly entertainingbook have nailed the issue perfectly when it comes tosuccessfullyintroducing anything new.

Research shows people like new products and services. Indeedthey go out of their way to try to find them. Yet companies aretruly terrible at providing new products and services that meetthese 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, which has worked closelywith more than a quarter of the Fortune 100. To solve theinnovation paradox, Maddock explains the process his team has usedto 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 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 . . . before thecompetition does.

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  • Brand New: Solving the Innovation Paradox
    Brand New: Solving the Innovation Paradox  

Product Details

  • ISBN-13: 9780470643594
  • Publisher: Wiley
  • Publication date: 5/3/2011
  • Edition number: 1
  • Pages: 218
  • Product dimensions: 5.80 (w) x 8.60 (h) x 1.00 (d)

Meet the Author

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.

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Table of Contents

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.

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