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. Written by 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 successfully introducing 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 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 <ul>
<li> Find needs and opportunity in the marketplace </li> <li> Come up with significant market insights </li> <li> Create compelling communication (using the actual words your customers use) to convince people to try your new creation </li> </ul>
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 for you…before the competition does.

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

Business & Money

Maddock, G. Michael

Uriarte, Luisa C.

Brown, Paul B.

Management & Leadership

wiley

Does anyone else smell shift? Do you sense that the insurance industry isheaded for an upheaval? Do you suspect that there is some brilliant, forward-thinking entrepreneur in a garage somewhere about to reinvent the game? Do you find it hard to make your case for leading change, while everyone else is still talking the same way, doing the same things, and getting the same results? More important, when you raise the issue, do those around you look at you like you are crazy? Do they tell you that this category is different because the product is “sold, not bought”? You are not crazy. The industry IS ripe for reinvention, and the sold, not bought paradigm is ready for a shift. The question is, how can YOU lead the shift versus having someone outside the industry do it, AND have the organizational support you need along the way. It is a tall order, but a necessary one. Flirting with the Uninterested, is our contribution to help leaders like you begin the journey to innovating in a “sold, not bought” category.

Flirting With The Uninterested: Innovating In A ""Sold, Not Bought"" Category

Maria Ferrante-Schepis

Insurance

Advantage Media Group

Originally published: Dallas: ISB Publishing, 2012.

Free the Idea Monkey to Focus on What Matters Most: How the Most Successful People Make Big Ideas Happen

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