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

Hardcover (Print)
Buy New
Buy New from
Used and New from Other Sellers
Used and New from Other Sellers
from $8.83
Usually ships in 1-2 business days
(Save 88%)
Other sellers (Hardcover)
  • All (8) from $8.83   
  • New (4) from $15.49   
  • Used (4) from $8.83   



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

Read More Show Less

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

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

Read More Show Less

Table of Contents


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.



Read More Show Less

Customer Reviews

Be the first to write a review
( 0 )
Rating Distribution

5 Star


4 Star


3 Star


2 Star


1 Star


Your Rating:

Your Name: Create a Pen Name or

Barnes & Review Rules

Our reader reviews allow you to share your comments on titles you liked, or didn't, with others. By submitting an online review, you are representing to Barnes & that all information contained in your review is original and accurate in all respects, and that the submission of such content by you and the posting of such content by Barnes & does not and will not violate the rights of any third party. Please follow the rules below to help ensure that your review can be posted.

Reviews by Our Customers Under the Age of 13

We highly value and respect everyone's opinion concerning the titles we offer. However, we cannot allow persons under the age of 13 to have accounts at or to post customer reviews. Please see our Terms of Use for more details.

What to exclude from your review:

Please do not write about reviews, commentary, or information posted on the product page. If you see any errors in the information on the product page, please send us an email.

Reviews should not contain any of the following:

  • - HTML tags, profanity, obscenities, vulgarities, or comments that defame anyone
  • - Time-sensitive information such as tour dates, signings, lectures, etc.
  • - Single-word reviews. Other people will read your review to discover why you liked or didn't like the title. Be descriptive.
  • - Comments focusing on the author or that may ruin the ending for others
  • - Phone numbers, addresses, URLs
  • - Pricing and availability information or alternative ordering information
  • - Advertisements or commercial solicitation


  • - By submitting a review, you grant to Barnes & and its sublicensees the royalty-free, perpetual, irrevocable right and license to use the review in accordance with the Barnes & Terms of Use.
  • - Barnes & reserves the right not to post any review -- particularly those that do not follow the terms and conditions of these Rules. Barnes & also reserves the right to remove any review at any time without notice.
  • - See Terms of Use for other conditions and disclaimers.
Search for Products You'd Like to Recommend

Recommend other products that relate to your review. Just search for them below and share!

Create a Pen Name

Your Pen Name is your unique identity on It will appear on the reviews you write and other website activities. Your Pen Name cannot be edited, changed or deleted once submitted.

Your Pen Name can be any combination of alphanumeric characters (plus - and _), and must be at least two characters long.

Continue Anonymously

    If you find inappropriate content, please report it to Barnes & Noble
    Why is this product inappropriate?
    Comments (optional)