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Brand New: Solving the Innovation Paradox -- How Great Brands Invent and Launch New Products, Services, and Business Models 1st Edition

5.0 out of 5 stars 36 customer reviews
ISBN-13: 978-0470643594
ISBN-10: 0470643595
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Editorial Reviews

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.

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Product Details

  • 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: 5.0 out of 5 stars  See all reviews (36 customer reviews)
  • Amazon Best Sellers Rank: #648,467 in Books (See Top 100 in Books)

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Customer Reviews

Top Customer Reviews

Format: Hardcover
I am a big fan of Brand New. Contrary to most people's belief (and you would think it is common sense) that innovation just happens.... that you can't really make a process of inventing, of improving, of innovating. But you can.

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!
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Format: Hardcover
I'm a guy who loves to free think, who loves to come up with new and innovative way of doing things/introducing things/fixing things. Because I know that about myself, I embrace process. I utilize process to harness my sometimes dangerous "free thinking" into a more successful outcome. This book offers a process, say a road map, to innovation. CEO's and Presidents, read this and then give copies to your exec team, the insights in this book will have immediate and lasting effects on your company. One of the best take-to-heart points in this book for me is when the author talks about companies "They have a process for reviewing people for raises and promotions. They even have a process for ordering paperclips, yet they don't have a process for something that is vital to their company's future - handling new product introductions."

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.
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Format: Hardcover
I loved this book! My business is product innovation and manufacturing. This book "Brand New" by Maddock Douglas will enable me to better create process for my customers. Creating ideas is one thing, but getting them to market and profitably is another. As promised, this book has outlined a "disciplined, replicable process that employs a mix of creativity and science to introduce new products efficiently and effectively".
My entire team is now reading the book!! and have bought it for some CEO friends too!
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Format: Hardcover Verified Purchase
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 a defined, repeatable and measurable process." Who would argue with that?

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.
Check out leader-[...]
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Format: Hardcover
Mike Maddock doesn't just give us a peak under the hood of how his innovation consultancy works, he gives us the full schematics. All in easy-to-read, easy-to-implement detail (if you have the discipline--if not, stop kidding yourself and hire the guy).

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.
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Format: Hardcover
I teach entrepreneurship and business plans, I have an MBA from the University of Chicago Booth School, and I am a successful entrepreneurial who has started, grown, and sold a company to a Fortune 500 firm. As such, I maintain a library of "classic" business texts that I refer to regularly and incorporate into my teaching and practice. For the first time in some years, I have added a new book to my shelf: Brand New. Destine to become a classic, this text is an indispensable tool for any business leader. If you are not creating new products or business models on a regular basis, you are destined to stagnate into the downward spiral of complacency. But the paradox is: who has the TIME and the RESOURCES to research new ideas and bring them to market? Brand New solves the paradox, with a step by step guide to innovation and new product development from a scholar practitioner who not only has spent a lifetime studying the innovation/new product development literature, but who has been on the front lines of innovation execution for over 20 years. Bravo to Mike Maddock and Brand New -- a new classic has been born.
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