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

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Breakthrough Zone is about how to create breakthroughs forpeople who work in large organisations where so much of the energyis committed to keeping things going the way they are.

It is simply that to invent new futures you need a new way to beinnovative.

In this book Mac Andrews and Roy Langmaid provide managers witha step-by-step journey that will enable employees to become moreinnovative, with the end result of creating exciting new products,brand extensions and services.

Breakthrough Zone comes complete with checklists and tools toresource this journey: how to execute it, manage it and drawresults from it.

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Editorial Reviews

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

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

"Shows how to create breakthroughs for people who work in largeorganisations where so much energy is committed to preserving thestatus 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 businessesfor 8 years. Their work with big brands spans the globe from AMP inAustralia, Singapore Airlines, Holiday Inn EMEA, Saudi ArabianAirlines and VISA in San Francisco to Unilever throughout Europe aswell as a list of British companies that includes B.A., Granada,Carphone Warehouse, BT and BUPA. Those experiences formed the basisfor this book.

Mac, co-founder of the Institute for Creativity, UK, is a highlyexperienced specialist in creativity, insight and learning andtheir applications inside businesses large and small. He nowoperates with The Brand Works Ltd using customer insight to growand develop brands, their products, services and cultures—he canbe contacted by email at

Roy is the originator of the Breakthrough method. He works forPromise, a consultancy based in London and New York, whichspecialises in helping organisations to keep their customers at thecentre of their thinking. He may be contacted

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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.



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