SPARK: Be More Innovative Through Co-Creation (Hardcover)

~ (Author)
Key Phrases: inspired protagonist, customer inspired, innovation team, New York, Harvard Business Review, Follow Your Intuition (more...)

Editorial Reviews

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Winsor is CEO and founder of Radar Communications and author of Beyond the Brand (2004). Defining innovation as a system of "co-creating with your customers and your fellow employees," he goes on to present, in this sprightly little handbook brimming with wisdom and energy, ideas on how business enterprises can spur innovation--co-creation, that is. His book is divided into four sections that correspond to the four basic spheres of a business "ecosystem": the employer's particular company "team," the pursuits of the company itself, the customer, and the nature of the company culture. These obviously are the primary arenas in which companies should concentrate their innovation practices. In the ideal situation, which Winsor guides the reader toward understanding, the best innovative inspirations of all four areas are integrated into one great innovative performance. Profiles of especially innovative business thinkers are included, as practical guidance, and feature Matt Jacobsen of Quicksilver, Mike Parker of Nike, and Christine Halvorson of Stonyfield Farms. A book bound to generate plenty of spark. Brad Hooper
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Review

"Consider this book the flint for the chain reaction of ideas waiting to happen in your mind." -- Point magazine

"…unique perspectives from innovators…on how to reap the rewards of innovation… Spark is designed to foster interactive learning." -- Fort Worth Star-Telegram

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Product Details

• Hardcover: 304 pages
• Publisher: Kaplan Business (November 1, 2005)
• Language: English
• ISBN-10: 1419503162
• ISBN-13: 978-1419503160
• Product Dimensions: 7.4 x 5.3 x 1 inches
• Shipping Weight: 13.6 ounces (View shipping rates and policies)
• Average Customer Review: 4.0 out of 5 stars  See all reviews (5 customer reviews)
• Amazon.com Sales Rank: #659,084 in Books (See Bestsellers in Books)

Customer Reviews

Most Helpful Customer Reviews

1 of 1 people found the following review helpful:

5.0 out of 5 stars A Must Book for those seeking Successful Marketing Ideas, March 2, 2006

By	Anne Golden "Marketing Student" (Bensalem, PA) - See all my reviews (REAL NAME)

John Winsor conducted interviews with leaders from successful corporations, who believe in the concept of innovative marketing as a means to promote their products. Industry leaders from corporations such as, Nike and LEGO Group are examples Mr. Winsor uses to express how innovative marketing works.

Mr. Winsor expertly organized the subject content of his chapters as if he was weaving a blanket. The book's organization, weaves the reader from one perspective of innovation to another. He starts his book with the different concepts of how individual leaders develop a TEAM. Then he weaves forward, tying into different perspectives, of a few COMPANIES that help create innovative environments for ideas to flourish. Once this part of the blanket is weaved, the book concentrates on the CUSTOMER base. In this section, Mr. Winsor weaves the different lessons of how the COMPANY'S TEAM can learn to understand their CUSTOMER base. By understanding the CUSTOMER, the innovative TEAM will know how best to anticipate and meet their customers needs. Finally, the blanket's completion is weaved, by adding the CULTURAL perspective of innovation. The book is finished with chapters on understanding the CULTURE environment. This final section brings the idea of innovative "Spark" of co-creation together for success. Lessons learned in this section provide ideas on how to develop community relations with "competitors, retailers, suppliers, the political environment," as well as consumers. Thus,the cultural environment helps the TEAM develop INNOVATIVE ideas that benefit CUSTOMERS, which will eventually produce profits for the COMPANY.

A great book that provides the reader with definitive proven, successful, innovative concepts that can be applied to any business. A must book to read for anyone who enjoys thinking outside the usual approach to marketing.

1 of 1 people found the following review helpful:

5.0 out of 5 stars I found Spark inspirational and useful, December 14, 2005

By	Otto (New York) - See all my reviews

Spark is a book that is both inspirational and useful. Keeping with the theme of the book, co-creating innovation, Winsor has gathered together 16 inspirational thought leaders from, Lego to Nike, that makes the book more interesting and practical.

I really enjoyed the unique design. Each chapter had it's own set of tools and resources plus workspace allowing me to explore the ideas further.

1 of 1 people found the following review helpful:

4.0 out of 5 stars Intuitive Innovation, December 14, 2005

By	marketing exec "marketing exec" (usa) - See all my reviews

This book is all about easy access and inspiration. From the leaders at Nike to other iconic brands, I enjoyed being able to drop in and check out a certain story about a brand I was interested in (quiksilver in this case)and have real life examples of people out there in different parts of corporate America. The diversity of brands and ideas represented was phenomenal (can you say milk to Lego?)and I found the stories inspirational and motivating. Definitely worth keeping in your carry on for a few months and a few reads.