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Brand New: Solving the Innovation Paradox -- How Great Brands Invent and Launch New Products, Services, and Business Models Hardcover – May 3, 2011
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From the Inside Flap
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. 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 successfullyintroducing 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 the 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 . . . before the competition does.
From the Back Cover
"If you're in charge of driving breakthrough innovation, this book is a great road map."—Stephen Liguori, Executive Director of Global Marketing, General Electric
"I've worked with Mike and his team for many years and havewatched them evolve into an idea machine that consistently delivers winning innovations for companies big and small. This book shares the fuel that makes their innovation machine really hum. I highly recommend it for anyone who values big thinkers and big ideas to move their company forward."—Barry Calpino, Vice President, Breakthrough Innovation, Kraft
"Driving innovation is on most CEOs' 'must-do' list.This book should be sitting right next to that list."—Marshall Goldsmith, New York Times andmillion-copy bestselling author of Mojo and What Got You Here Won't Get You There
"This book shows that innovation doesn't have to be a eureka moment butcan be predictably tapped to repeatedly unlock new revenue opportunities."—Rand Stagen, CEO, Stagen Consulting
Make innovation Brand New—the breakthrough book redefining innovation.
How does David beat Goliath?
How do the best brands in the world create customers for life?
What is the highest indicator of future profitabilityaccording to many on Wall Street?
The answer to all three questions is the same: by creating game-changing new products.
Brand New explains in step-by-step fashion what you need to do (and what you should never do) to innovate effectively.
More About the AuthorsDiscover books, learn about writers, read author blogs, and more.
Top Customer Reviews
Brand New, is a fun, easy read that has walked me through the steps of innovating my services (my company is offers a mix of online services. The book includes the most ignored, yet most important parts of innovation:
1. First, identify if innovation is necessary in the first place... and if it is, where it is needed most.
2. Once and innovation is identified and executed... how to communicate it to customers in the way they want to hear it.
3. What NOT to do with innovation, and learn the successes and failures of companies that have gone about this process.
A very good (and easy) read. I think it applies to more then just marketing teams, but really is a read for business leaders. Five star read!
I served on a BOD for a non-profit that continually discussed "innovation". To me, it was an excuse to dream big dreams and to complain about companies that didn't get it right. They never we able to do anything about it. This book solves that problem. Use it as your road map, we are sure going to.
My entire team is now reading the book!! and have bought it for some CEO friends too!
This book is not on that shelf.
In fact, it never made it to my shelf. I read it over the Easter long weekend and then passed it on to our marketing Team as required reading.
If you are involved in product development or planning this should be required reading.
Well written, easy to follow and most important easy to execute ideas and strategies right out of the box.
Most Recent Customer Reviews
Ok for practice but not too much theory. It's mostly based on the experience of the authors which is still OK.Published 10 months ago by Antonis
Mike Maddock doesn't just give us a peak under the hood of how his innovation consultancy works, he gives us the full schematics. Read morePublished on June 3, 2012 by Jonathan Domsky
After 28 years in the nuclear navy, I can almost hear Admiral Rickover saying "If you want to operate the reactor consistently, predictably, and successfully, then you need to have... Read morePublished on November 23, 2011 by L. David Marquet
I highly recommend this book! Brand New dispels the myth that true innovation can only be done well by large companies with big budgets. Read morePublished on August 3, 2011 by Caryn Kopp, Chief Door Opener, Kopp Consulting
Brand New offers a great, practical way to get the best of best practices in innovation all in one place. Read morePublished on July 20, 2011 by GregFrench
You cannot argue with Mr. Maddock's continued success, and now you can learn how he does it. This is one of the best books I have read, it is very hard to set it down. Read morePublished on June 22, 2011 by Detour Inc.
I am in the investment business. In our business, the word "innovation" is often overlooked and/or misunderstood, because it is impossible to quantify. Read morePublished on June 15, 2011 by Rick Sapio
My business is built around bringing new products to market, and Brand New offers unique and practical insights into the process. Read morePublished on June 9, 2011 by Ken Shonfeld