Brand New’s revolutionary innovation process is a proven road
map you can put to work immediately to create successful new
products, services, and business models. Written by leading
innovation practitioners, and the coauthor of the bestseller
Customers for Life, the authors of this tightly focused, highly
entertaining book have nailed the issue perfectly when it comes to
successfully introducing anything new.
Research shows people like new products and services. Indeed
they go out of their way to try to find them. Yet companies are
truly terrible at providing new products and services that meet
these customers’ needs.
Why are companies so bad at giving customers what they want?
Because they lack a simple proven process that makes sure
innovation occurs efficiently time after time.
No one knows this better than Mike Maddock and his team at
Maddock Douglas, the Agency of Innovation,? which has worked
closely with more than a quarter of Fortune 100.
To solve the innovation paradox, Maddock explains the process
his team has used to help the world’s best companies and shows
you how to
Find needs and opportunity in the marketplace
Come up with significant market insights
Create compelling communication using the actual words your
customers use to convince people to try your new creation
What has worked for some of the world’s most successful companies,
when it comes to innovation, will work for you. Start putting the
lessons of Brand New to work for you…before the competition
does.
關於作者：
G. Michael Maddock is
the founding partner and Chairman of Maddock Douglas
www.maddockdouglas.com a ninety-person consulting firm whose
mission is to conceptualize, design, build, and launch new products
and brands that have a high probability of success. Their clients
include Allstate, Cargill, ESPN, Hess, InternationalPaper, Johnson
Johnson, Mohegan Sun, Procter Gamble, Schering-Plough,
and Unilever. Maddock, a frequent speaker at marketing and
innovation conferences worldwide, is also coauthor of
the"Innovation Engine" column on BusinessWeek.com.
Luisa C. Uriarte is partner and Executive Vice President
of Maddock Douglas where she oversees the insights and research
functions for the firm. Luisa has more than twenty years of
experience in managing research and marketing consulting projects
of international scope.
Paul B. Brown is a longtime contributor to the New
York Times. A former editor and writer for BusinessWeek,
Forbes, and Inc., Brown is the author or coauthor of
numerous bestsellers, including Customers for Life, written
with Carl Sewell, which has sold more than 1 million copies
worldwide.
目錄：
Foreword.
About the Authors.
Part I Preparation and Strategy.
Chapter 1 The Innovation Paradox.
Chapter 2 Creating an Efficient and Effective Innovation
Process.
Chapter 3 Circle #1: Finding the Need.
Chapter 4 Circle #2: Formulating the Idea.
Chapter 5 Circle #3: Successfully Communicating and Profiting
from What You Have Come Up With.
Chapter 6 Constructing Your Innovation “Portfolio”.
Part II Tools and Tactics.
Chapter 7 Getting Outside the Jar: How to Infuse Outside Experts
into Your Innovation Process.
Chapter 8 Sustainable Innovation: Creating and Profiting from
a Green, White Space.
Chapter 9 Introducing “The Innovation Power Score” -- A Method
for Measuring the Potential of Your Innovation.
Chapter 10 Investools: A Case Study in Putting Your Innovation
Process to Work.
Acknowledgments.
Index.
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