Lightning in a Bottle: The Proven System to Create New Ideas and Products That Work

Lightning in a Bottle: The Proven System to Create New Ideas and Products That Work

by David Minter, Michael Reid

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Improves success rates from 1 in 10 to 1 in 2!  See more details below


Improves success rates from 1 in 10 to 1 in 2!

Editorial Reviews

Chicago Tribune
The first 84 pages harpoon the prevalent processes (including brainstorming, focus groups and quantitative consumer research) for generating new ideas that bring new products to market. Rightly so - 9 out of 10 new products fail. With a consistent 90 percent failure rate, you'd hope the "thinkers" would be open to these fresh ideas. Here are a few of them:

Less is more. It's not the number of ideas you have, it's the quality of each. The more ideas you have actually makes it harder to assess the quality of each. Why? There simply isn't enough time, people or money to properly evaluate all of them. As a result, true top-to-bottom development of an idea never really takes place. Internal competition develops, too, as factions promote their ideas.

The fewer people that work on ideas the better. Idea development should apply "Too many cooks spoil the broth.", not "the more the merrier."

Forget market segmentation. There isn't the time, people or the money to effectively develop multiple market segments. Think of it this way: In order to participate in four discrete markets, you have to divide your existing resources four ways. There's no guarantee that one-fourth of your resources will allow you make a dent in any market segment. By concentrating your resources in your core segment, you can make an impact.

-- February 4, 2007

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Read an Excerpt

This book is about creating and developing ideas that will
drive your business.

Ideas that drive a business are the "lightning in a bottle." It is exciting to be part of the process that comes up with new ideas for products and services, and to execute them successfully. It is thrilling to make an impact with an idea you created. It is the most fun part of business. Nothing else compares.

This book talks about three kinds of ideas that are the heart of business growth:

--Ideas for new products
--New services
--Ideas for new marketing programs

These three fuel American business. Without them, business stagnates and eventually dies. There is nothing as powerful as an idea whose time has come. Consider Blockbuster Video. The advent of the VCR in the early eighties gave birth to a new way of watching movies at home. American households couldn't rent movies fast enough. And Blockbuster couldn't open up stores fast enough-even at the torrid pace of a new store every seventeen hours. When you've got an idea that's working, it is electrifying.

What People are saying about this

Tyler T. Tysdal
Thunder, lightning, typhoons; Minter & Reid make it happen. The wisdom delivered in Lightning in a Bottle elevated our company�s innovative, big idea to reality. Put down whatever you�re reading, and capture Lightning in a Bottle.
— founder and president, SmartCare Family Medial Centers; managing partner, TIVIS Ventures
Al Baldocchi
Minter and Reid know what they are doing, and in Lightning in a Bottle share their keys to business success in language that is clear and compelling.
— private venture capitalist; member of the Board of Directors of Chipotle Mexican Grill
H. Wayne Huizenga
Once you have caught Lightning in a Bottle, you will never look at �new ideas� the same way again. David Minter and Mike Reid have developed a model with the potential to create immediate value for your company or organization.
— founder and former chairman and CEO, Blockbuster Inc; owner, Miami Dolphins
Mark R. Goldston
I would strongly suggest that all marketers read this book before they decide to launch a new product, line extension or enter a new line of business.
— chairman and CEO, United Online, Inc. (includes NetZero, Juno, Classmates and brands)
George Dean Johnson Jr.
Lightning in a Bottle exposes why so few new products and services succeed in the marketplace, and what to do about it. It�s not fancy or complicated�it just works.
— co-founder and former CEO, Extended Stay America

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