- Hardcover: 240 pages
- Publisher: Wiley; 1 edition (May 3, 2011)
- Language: English
- ISBN-10: 0470643595
- ISBN-13: 978-0470643594
- Product Dimensions: 5.8 x 0.9 x 8.8 inches
- Shipping Weight: 13.6 ounces (View shipping rates and policies)
- Average Customer Review: 37 customer reviews
- Amazon Best Sellers Rank: #1,033,108 in Books (See Top 100 in Books)
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Brand New: Solving the Innovation Paradox -- How Great Brands Invent and Launch New Products, Services, and Business Models 1st Edition
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From the Inside Flap
BRAND NEW Solving the Innovation Paradox—How Great Brands Invent and Launch New Products, Services, and Business Models
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
Praise for BRAND NEW
"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.
Top customer reviews
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Yet, when we substitute the word "innovate" for "operate the reactor" too many times we settle for personality based, chance based approach. We do this because we are lured into thinking that there is something mystical about the innovation process that is happenstance. Nothing could be farther from the truth.
Michael Maddock, founding partner and Chairman of Maddock Douglas, an innovation company not only lays out the case for the repeatable process in Brand New but tells us what it should be and how to implement it. First, start with the need, not the idea (e.g. the solution). Then, build processes through communicating and marketing that make clear the need you are filling.
One of the issues that Mr. Maddock brings up is the issue of organizational stovepipes. The more stovepipes, the less innovation. The ability for people to bridge those stovepipes is a key capability for organizational innovation. What struck me here was that it directly parallels the need to jump across categories in our minds when it comes to individual creativity. See our review on Where Good Ideas Come From by Steven Johnson.
If you want to leave innovation to chance, certainly don't read this book. If you want your organization to innovate consistently and successfully every time -- get it here from Amazon.
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Innovation isn't just a big idea. Ideas are the easy part. Maddock teaches how to create a system, a process, an environment for ideas to reliably grow into successful products. He even invented a new tool, the Innovation Power Score, to separate the ideas that will really be profitable, as opposed to the ones companies internally happen to fall in love with. Amazing. I highly recommend this book.