How to Kill a Unicorn: How the World's Hottest Innovation Factory Builds Bold Ideas That Make It to Market

How to Kill a Unicorn: How the World's Hottest Innovation Factory Builds Bold Ideas That Make It to Market

by Mark Payne


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A unique behind-the-scenes look at the groundbreaking methodology that today's most in-demand innovation factory uses to create some of the boldest products and successfully bring them to market.
Today, innovation is seen by business leaders and the media alike as the key to growth, a burning issue in every company, from startups to the Fortune 500. And in that space, Fahrenheit 212 is viewed as a high-performance innovation SWAT team, able to solve the most complex, mission-critical challenges. Under Mark Payne, the firm's president and head of Idea Development, Fahrenheit 212, since its inception a decade ago, has worked with such giants of industry as Coca-Cola, Samsung, Hershey's, Campbell's Soup, LG, Starbucks, Mattel, Office Depot, Citibank, P&G, American Express, Nutrisystem, GE, and Goldman Sachs, to name but a few. It has been praised as a hotspot for innovation in publications like Fortune, Esquire, Businessweek, and FastCompany.
What Drives Fahrenheit 212's success is its unique methodology, combining what it calls Magic—the creative side of innovation—with Money, the business side. They explore every potential idea with the end goal in mind—bringing an innovative product to market in a way that will transform a company's business and growth. In How to Kill a Unicorn, Mark Payne pulls back the curtain on how the company is able to bring more innovative products and ideas successfully to market than any other firm and offers blow by blow inside accounts of how they grapple with and solved their biggest challenges.

Product Details

ISBN-13: 9780804138734
Publisher: The Crown Publishing Group
Publication date: 10/07/2014
Pages: 304
Sales rank: 1,070,462
Product dimensions: 6.30(w) x 9.90(h) x 1.10(d)

About the Author

Mark Payne is the cofounder, president, and head of Idea Development for Fahrenheit 212, today's hottest innovation consultancy firm. Known for ideas that transform business markets, the company works with many of the biggest and most prominent companies in America. The firm is based in New York City.

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Chapter 1

Excerpted from "How to Kill a Unicorn"
by .
Copyright © 2014 Mark Payne.
Excerpted by permission of The Crown Publishing Group.
All rights reserved. No part of this excerpt may be reproduced or reprinted without permission in writing from the publisher.
Excerpts are provided by Dial-A-Book Inc. solely for the personal use of visitors to this web site.

Table of Contents

1 Seeing Through It 1

2 The Two-Sided Problem 25

3 The Two-Sided Solution 35

4 The Stretch Factor 55

5 The Wow and the How 75

6 The Need for Speed 89

7 Seeing the Obvious for the First Time 103

8 The Question of Transformation 119

9 Lessons from the Spatula 141

10 Bend, Don't Break 149

11 Insights About Insights 165

12 Choice Advice About Innovation Strategy 181

13 2B or Not 2B 209

14 A Little Myth Busting 225

15 The F-Word 233

16 Making It Work 249

17 Monday Morning 275

Acknowledgments 279

Index 281

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How to Kill a Unicorn: How the World's Hottest Innovation Factory Builds Bold Ideas That Make It to Market 4.3 out of 5 based on 0 ratings. 3 reviews.
Anonymous More than 1 year ago
Anonymous More than 1 year ago
Why is the title how to kill a unicorn I just dont get it someone plz explain
Anonymous More than 1 year ago