Flipped: How Bottom-Up Co-Creation is Replacing Top-Down Innovation

Flipped: How Bottom-Up Co-Creation is Replacing Top-Down Innovation

by John Winsor

Paperback(First Trade Paper Edition)



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. 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. Winsor 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.

Product Details

ISBN-13: 9781932841480
Publisher: Agate
Publication date: 04/06/2010
Edition description: First Trade Paper Edition
Pages: 260
Product dimensions: 5.00(w) x 7.30(h) x 0.60(d)

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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Flipped: How Bottom-Up Co-Creation is Replacing Top-Down Innovation 3.5 out of 5 based on 0 ratings. 2 reviews.
Anonymous More than 1 year ago
RolfDobelli More than 1 year ago
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.