Return on Ideas: A Practical Guide to Making Innovation Pay

Innovation is the growth engine of our age, quoted by CEOs the world over as the route to success in the marketplace. but the process of innovation is taking longer and costing more than ever before...
Return on Ideas is a practical guide to getting more ban for your buck from your innovation process. The book reveals why the innovation funnel, the preferred methodology in large branded companies, is in fact stifling new ideas. A new methodology, Rocketing, is laid out that shows how business managers can get more from all the resources and effort they put into generating innovation. It is illustrated in the practical brand gym style with examples from companies like Vodafone, unilever, P&G, Apple, Yo! Sushi, American Express, Danone, Ben & Jerry′s and others. Without extolling you to become a business rebel, it will show you how to get more, higher quality ideas, for less.
′This book is a brilliant reminder that innovation comes from a mix of romance and common sense, stirred up with a good deal of positive energy from the product itself. Too many risky or badly thought through ideas end up being launched and David Nichols gives pragmatic approaches to increasing your chances of success. It′s fresh, amusing and lays out the kind of innovation process I would prefer to follow any day.′ – Matt Adams, Global Marketing Manager, Pernod Ricard Wines
′Innovation is at the top of so many brands′ agendas, but success rates suggest that there′s plenty of room for improvement. David Nichols has written a thought provoking and practical book on how to get more out of innovation. It′s pragmatic style and frequent examples make it something that I would encourage marketers to have with them to dip into for inspiration whenever they are undertaking an innovation project.′ – David Wheldon, Global Director of Marketing, Vodafone
′The innovation funnel has become the standard "best practice" tool for innovation today, so why are there so few real breakthroughs? David Nichols provides some answers with practical solutions in this easy to use book to help you release your organisation′s true innovation capability to grow.′ – Alan Martin, Chief Marketing Officer, Fayrouz International

Spis treści:
About the Author.
Acknowledgements.
Chapter 1. This is getting us nowhere.
Chapter 2. How to navigate this book.
PART I: THE CASE STUDY.
Chapter 3. The Calippo Shots Story.
PART II: THE CHALLENGE.
Chapter 4. Innovation isn′t working.
PART III: THE CORE IDEA.
Chapter 5. A new innovation paradigm: The Rocket Motor.
Chapter 6. Rocketing: Destination.
Chapter 7. Rocketing: Combustion.
Chapter 8. Rocketing: Nozzle.
Chapter 9. Rocketing: Expander.
PART IV: THE ENTERTAINMENT.
Chapter 10. Ten innovations that make it look easy.
PART V: THE PRACTICALITIES.
Chapter 11. Doing it Faster.
Chapter 12. Avoiding the Pitfalls.
Appendix: Rocketing Toolkit.
Index.

Nota biograficzna:
David Nichols is a marketing coach who “makes us feel like we can achieve everything we want” according to one of his global brand director clients. He teamed up with David Taylor in 2006 to become a Managing Partner of the brandgym, a consultancy that coaches teams to create a clear brand vision and the action plan to turn this into growth. He has led brand vision and innovation projects for many global companies and brands including Castrol, Vodafone, Unilever and Cadburys.
David is the author of “Brands & Gaming: The computer gaming phenomenon and its impact on brands and business” published by Palgrave Macmillan in 2005, cataloguing the rise and rise of a new global cultural phenomenon that is going to change the marketing landscape forever.
He started his career at OC&amp ;C Strategy consultants, moving on to the marketing consultancy Added Value where he spent 11 years rising to be Managing Director of the UK, including stints in Paris and as MD in Australia.
David has written and produced three full scale musicals and managed a professional improv troupe, The Impro Musical, working with Tony Slattery, Eddie Izzard and Greg Proops.
He has a first class degree in Aerospace Engineering from Bristol University and in his spare time is an aerobatic pilot.
Contact David at davidn@thebrandgym.com

Okładka tylna:
Innovation is the growth engine of our age, quoted by CEOs the world over as the route to success in the marketplace. but the process of innovation is taking longer and costing more than ever before...
Return on Ideas is a practical guide to getting more ban for your buck from your innovation process. The book reveals why the innovation funnel, the preferred methodology in large branded companies, is in fact stifling new ideas. A new methodology, Rocketing, is laid out that shows how business managers can get more from all the resources and effort they put into generating innovation. It is illustrated in the practical brand gym style with examples from companies like Vodafone, unilever, P&G, Apple, Yo! Sushi, American Express, Danone, Ben & Jerry′s and others. Without extolling you to become a business rebel, it will show you how to get more, higher quality ideas, for less.
′This book is a brilliant reminder that innovation comes from a mix of romance and common sense, stirred up with a good deal of positive energy from the product itself. Too many risky or badly thought through ideas end up being launched and David Nichols gives pragmatic approaches to increasing your chances of success. It′s fresh, amusing and lays out the kind of innovation process I would prefer to follow any day.′ – Matt Adams, Global Marketing Manager, Pernod Ricard Wines
′Innovation is at the top of so many brands′ agendas, but success rates suggest that there′s plenty of room for improvement. David Nichols has written a thought provoking and practical book on how to get more out of innovation. It′s pragmatic style and frequent examples make it something that I would encourage marketers to have with them to dip into for inspiration whenever they are undertaking an innovation project.′ – David Wheldon, Global Director of Marketing, Vodafone
′The innovation funnel has become the standard "best practice" tool for innovation today, so why are there so few real breakthroughs? David Nichols provides some answers with practical solutions in this easy to use book to help you release your organisation′s true innovation capability to grow.′ – Alan Martin, Chief Marketing Officer, Fayrouz International