Brand New: Solving the Innovation Paradox: How Great Brands Invent and Launch New Products, Services, and Business Models
by G. Michael Maddock, Luisa C. Uriarte, Paul B. Brown
Who is this book for?
Any professional.
Describes how to find needs and opportunities in the marketplace, come up with significant market insights, and create compelling communication to help people try your new creation.
Part I - Preparation and Strategy
Chapter 1 - The Innovation Paradox
Chapter 2 - Creating an Efficient and Effective Innovation Process
Chapter 3 - Circle #1: Finding the Need
Chapter 4 - Circle #2: Formulating the Idea
Chapter 5 - Circle #3: Successfully Communicating (and Profiting from) What You Have Come Up With
Chapter 6 - Constructing Your Innovation “Portfolio”
Part - II: Tools and Tactics
Chapter 7 - Getting Outside the Jar: How to Infuse Outside Experts into Your Innovation Process
Chapter 8 - Sustainable Innovation: Creating (and Profiting) from a Green, White Space
Chapter 9 - Introducing “The Innovation Power Score”—A Method for Measuring the Potential of Your Innovation
Chapter 10 - Investools: A Case Study in Putting Your Innovation Process to Work