Enter your mobile number or email address below and we'll send you a link to download the free Kindle App. Then you can start reading Kindle books on your smartphone, tablet, or computer - no Kindle device required.
To get the free app, enter your mobile phone number.
Other Sellers on Amazon
+ $3.99 shipping
+ $7.43 shipping
+ Free Shipping
Communicating The New: Methods to Shape and Accelerate Innovation Paperback – August 12, 2013
|New from||Used from|
Frequently bought together
Customers who bought this item also bought
Customers who viewed this item also viewed
Why this book? Why now?
I believe something fundamental has changed in our world that is making the communication of The New—new products, services, businesses and systems— more difficult and standard communication techniques less effective. A number of factors have come together to create a new context for communication:
We are working on problems of increasing complexity. This complexity is hard to manage, structure and explain—and yet it is essential to establishing the relevance of The New. We cannot ignore the complexity nor reduce it to an elevator pitch without trivializing our work.
The creation of The New involves more people. The creative types— the scientists, designers, agency people, etc. have always had a hand in The New. Now, in an economy where speed of execution matters, we also need the “developers” – the engineers, marketers and IT specialists. Most critically, The New must be understood and embraced by the “doers” – the sales staff, managers and stakeholders of all kinds across the organization. This is no longer a problem of the producing the best idea; it’s a challenge of engaging, leveraging and aligning the human systems inside organizations.
We presume communication is occurring when in fact it is not. In most organizations we believe that delivering information—in presentations, in reports—is communicating to others. At a time when co-creation is becoming the norm, our communication techniques appear stuck in a transmission model. Our conventional arsenal of delivery-based methods is no longer up to the task.
I wrote Communicating the New to help those tasked with innovation better manage this new reality. It collects and describes methods for employing communication, in an integral way, throughout the creation of new products, services, messages, or experiences. It introduces concepts and methods to help manage complexity, accelerate synthesis, bring clarity and exchange important knowledge with the people who need to act on it. It is written for everyone who is involved in creating "The New"— from the account planner in advertising, to the manager of an internal innovation center, to the entrepreneur with a big idea. The aim of the book is functional: to provide a practical framework and tools that individuals and teams can use to help tame and frame the inherent complexity of creating "The New". And maybe, just maybe, it will make the hard work of creating "The New" a little bit easier.
This book is about more than just methods. In it, you will meet over thirty individuals at the forefront of creating "The New". Some are early pioneers; others are new arrivals. Some practice as consultants; others work directly within organizations. All share a new attitude toward communication. They use communication to clarify rather than persuade, deploying it not only at the end, but throughout the process to produce meaning and clarity, to advance ideas into concept, and to engage other people in advancing those ideas into the organizations and markets. This book draws from their experiences and organizes their advice into a more timely and considered set of objectives—a mission, even—for use by anyone who needs to communicate "The New".
From the Back Cover
A practical toolkit for using communication at every step of the innovation process
Many creators of The New are paying attention to the growing body of methods and frameworks for managing innovation. But among innovation management methods, what is missing is an equally considered and robust playbook for how to explain that workto ourselves, to our teammates, and to othersand for how to engage others in advancing new ideas into organizations and markets.
Communicating The New reframes the role of communication in the innovation process as a powerful integrative tool for individuals and teams. It introduces core concepts and methods that help manage complexity; accelerate synthesis; and clarify and diffuse important knowledge for the people who need to act on it. To do so, it presents a framework and methods to help innovators address five distinct moments in which communication methods can advance the development process. Along the way, the book outlines a new communication mission for innovators, one that prioritizes the engagement, alignment and judgment of the many human beings involved in the work, so that communicating The New and creating The New become inseparable acts.
This innovative guide:
- Reveals how to use communication to tame and frame the inherent complexity of creating The New
- Offers robust methods for making the innovation process clear, coherent, and accessible to others
- Presents a collaborative approach that brings together people from different disciplines to explore new ideas effectively
- Applies to the creation of new products, environments, processes, policies, experiences, and more
Top customer reviews
There was a problem filtering reviews right now. Please try again later.
However I think the book fails to build an effective model around the subjects. Several of the points around the five-step model (the last three) fail to make any sense as to offer something new (or productive in my interests). It's more like trying to recycle "known knowledge", alas from advertising or NPD, put in some clever-motivational-graphic-technical terms and there-you-go. Not what I expected. And to be even more fair, this is the third time I feel the same after going through a book printed by Wiley. Do take extra time pondering should you be thinking of buying from this editorial.
Why 3 stars then? Well the first two points in the five step model did give me important light as to where find the knowledge I was truly seeking: Information design and techniques to elicit hidden subconscious knowledge.
I would have liked more content, but I suppose in many ways the author and contributors were practicing what they preached, they were pitching the contributors and their projects along the way to making the point.
I didn't find much here to shape innovation, but there are factors to help accelerate innovation by improving information and hopefully communication. Erwin and her compatriots present us with five chapters: Finding the conceptual center, framing the work, targeting your constituents, introducing new thinking and expanding the conversation. I found the middle three to be the most valuable. Effective framing is valuable, ensuring that everyone is "on the same page" and has similar expectations. Targeting and understanding the constituents is important. Here she distinguishes between active listeners and passive receivers, which is a common problem in communication. Introducing new thinking also helps align people introducing new ideas with the people who are more comfortable with the status quo.
This book has some great ideas, so I ranked it a four. I think many people will skim through, pick a couple of methods or tools and try to "skinny down" the process to meet their needs. I don't think it does as good a job as it could about why communication is so important, and further, why it is so difficult to do, especially when one side is so passionate about its ideas and the other side so in need of new ideas. There is a big communication gap anytime new ideas are presented, and I'd like a lot more time spent on why the gap exists. I think Communicating The New gives us a start, but is too focused on developing a compendium rather than answering a very specific question.
This book joins other compendiums like 101 Design Methods, which offer a wide range of tools but fail to deliver the final valuable solution - a simple methodology to improve the stated needs.