Flipped: How Bottom-Up Co-Creation is Replacing Top-Down Innovation [NOOK Book]

Overview


Branding is done — in today's business and marketing world, it's all about bottom-up co-creation to ensure real marketing effectiveness and product success. Marketing expert John Winsor makes a powerful case that instead of focusing on traditional branding efforts, companies must learn to use "co-creation" tools to work from the bottom up to create new products, services, and marketing strategies in collaboration with their customers. Today, it's all about getting out in the streets and spending time with the ...
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Flipped: How Bottom-Up Co-Creation is Replacing Top-Down Innovation

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Overview


Branding is done — in today's business and marketing world, it's all about bottom-up co-creation to ensure real marketing effectiveness and product success. Marketing expert John Winsor makes a powerful case that instead of focusing on traditional branding efforts, companies must learn to use "co-creation" tools to work from the bottom up to create new products, services, and marketing strategies in collaboration with their customers. Today, it's all about getting out in the streets and spending time with the right customers, in their worlds, to create the essential foundations for breakthrough innovation. He takes readers deep into this new kind of customer-company relationship, providing useful case studies as well as practical step-by-step methods to engage these key voices in dialogues that fuel real innovation. Readers will learn how to develop a true bottom-up co-creation strategy and hone the intuition and inspiration that drive innovation.
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Product Details

  • ISBN-13: 9781572846623
  • Publisher: Agate
  • Publication date: 4/13/2010
  • Sold by: Barnes & Noble
  • Format: eBook
  • Edition description: First Trade Paper Edition
  • Pages: 260
  • Sales rank: 442,992
  • File size: 434 KB

Meet the Author


John Winsor's goal has been to help companies listen to and learn from the key voices in their communities by using organic, bottom-up anthrojournalistic tools to help them co-create new marketing and product development strategies. Winsor holds an MBA from the University of Denver. In 1986, he founded Sports & Fitness Publishing, which he sold in 1998 to Conde Nast and Emap. He started Radar Communications in 1998, which in 2007 merged with Crispin Porter + Bogusky, an advertising agency famous for its nationwide Truth, Burger King, Volkswagen and other campaigns. Winsor heads CPB’s Strategy and Product Innovation departments and orchestrates the growing network of relationships between business, creativity, and customer insight. He is also the author of Spark and co-author, with Alex Bogusky, of Baked In, also published by Agate B2. His books have been profiled in Advertising Age, Adweek, and Fast Company.
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Table of Contents

Acknowledgments 8

Executive Summary 10

Chapter 1 Co-creating from the Bottom-Up 18

Chapter 2 Step One: Focus on Key Voices 36

Chapter 3 Step Two: Get the Story 50

Chapter 4 Step Three: Listen 68

Chapter 5 Step Four Find Inspiration 82

Chapter 6 Step Five: Hone Your Intuition 94

Chapter 7 Step Six: Find the Center of Gravity 106

Chapter 8 Step Seven: Tell the Story 124

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Customer Reviews

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Sort by: Showing all of 2 Customer Reviews
  • Posted January 3, 2011

    more from this reviewer

    How to keep your customers and your most important business partners engaged with your brand

    Marketing expert John Winsor offers hope to companies that are disconnected from their customers. They must turn the way they do business on its head - employing a "bottom-up" instead of "top-down" approach. Rather than dictating to others from on high, companies should seek closer relationships with their customers and their communities. This book walks business owners through seven important steps to bottom-up business success. It explains the internal strategies organizations should use to get employees thinking in bottom-up terms. And it makes an excellent case for the efficacy of each company developing its own narrative or "story." While generally applicable, the book suffers from occasional repetition. The bottom line on this bottom-up primer: Although you may not "flip" over it, getAbstract believes this book's easy-to-follow steps could help you develop a closer, more effective dialogue with your customers, which could lead to lead to new and sustained sales.

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  • Anonymous

    Posted July 26, 2013

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