Costovation: Innovation That Gives Your Customers Exactly What They Want--And Nothing More

Cutting costs is a common corporate refrain. But if you constantly slash expenditures, what happens to innovation? How can you stay competitive and satisfy customers?

This book's revolutionary approach broadens the definition of innovation beyond products to the business model itself. With costovation, you let go of assumptions, take a fresh look at the market, and relentlessly focus on what customers really want.

Consider Planet Fitness--it grew to 7.3 million members by concentrating on cas...