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Breakthrough Zone: Harnessing Consumer Creativity for Business Innovation / Edition 1

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Overview

BREAKTHROUGH ZONE  …

is not a gimmick…

it is not a fad…

it is grounded in sound theory but is highly readable …

BREAKTHROUGH ZONE is the new and novel way to engender innovation within an organization. 

"People become receptive when they experience new meaning and break through personally, and then translate that breakthrough into commercial innovation. This book shows how to do this, and have fun doing it."
—Adrian Hosford, BT Group Social Policy

"I was enlightened with a language, an intellectual tool kit and ultimately a transformation in my approach to communication and relationships as a result of working with Roy Langmaid and Mac Andrews – especially in the process of introducing and managing change. The work we did together effected a radical and profit enhancing change in processes and behaviours at a time when bancassurance was in its infancy."
—Mark Mortell, Head of Marketing & Customer Services, Bank of Ireland Lifetime

"I have worked with many many consultants… working with Breakthrough Zone is unparalleled in my experience. I can’t recommend it enough."
—Sharon Nannetti, Director Services@AMP, AMP Australian Financial Services

"What is amazing is that, using the principles of this book, both customers and staff give their enthusiastic best to the creation of the future."
—Joseph Debacq, Cabin Accommodation Director, Airbus Industries

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Editorial Reviews

From the Publisher
"...Worth buying? Yes. Its subject matter is unusual...almost every page contains something of value..."(Research, January 2004)

"The main problem with any innovation is making it a reality. In the area of implementation this book really excels." (The Marketer, May 2004)

"Shows how to create breakthroughs for people who work in large organisations where so much energy is committed to preserving the status quo." (Long Range Planning, 2005)

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Product Details

  • ISBN-13: 9780470855393
  • Publisher: Wiley
  • Publication date: 12/12/2003
  • Edition number: 1
  • Pages: 248
  • Product dimensions: 7.54 (w) x 9.96 (h) x 0.77 (d)

Meet the Author

Roy and Mac have worked together transforming brands and businesses for 8 years. Their work with big brands spans the globe from AMP in Australia, Singapore Airlines, Holiday Inn EMEA, Saudi Arabian Airlines and VISA in San Francisco to Unilever throughout Europe as well as a list of British companies that includes B.A., Granada, Carphone Warehouse, BT and BUPA. Those experiences formed the basis for this book.

Mac, co-founder of the Institute for Creativity, UK, is a highly experienced specialist in creativity, insight and learning and their applications inside businesses large and small. He now operates with The Brand Works Ltd using customer insight to grow and develop brands, their products, services and cultures—he can be contacted by email at mac.andrews@thebrandworks.com

Roy is the originator of the Breakthrough method. He works for Promise, a consultancy based in London and New York, which specialises in helping organisations to keep their customers at the centre of their thinking. He may be contacted at rlangmaid@promisecorp.com

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Table of Contents

Foreword.

Chapter 1. On Innovation and How to Use this Book.

Chapter 2. Building Your Case.

Chapter 3. Resourcing the Breakthrough Zone.

Chapter 4. How to Facilitate a Breakthrough Zone Event.

Chapter 5. Training the Breakthrough Team.

Chapter 6. The Breakthrough Zone.

Chapter 7. The Insight Workshop.

Chapter 8. Dealing With Cultural Resistance.

Chapter 9. Winning the Power to Keep Moving.

Chapter 10. Beginning the Mission.

Chapter 11. Internal Consultations and Final Design.

Chapter 12. Prototypes and Customer Experience Testing.

Chapter 13. The Mission Plan.

Chapter 14. Communication Strategy.

Chapter 15. Implementation and Review.

Bibliography.

Index.

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