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

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.

Spis treści:
Foreword.
About the Authors.
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.
Acknowledgments.
Index.

Nota biograficzna:
G. Michael Maddock is the founding partner and Chairman of Maddock Douglas (www.maddockdouglas.com) a ninety–person consulting firm whose mission is to conceptualize, design, build, and launch new products and brands that have a high probability of success. Their clients include Allstate, Cargill, ESPN, Hess, InternationalPaper, Johnson & Johnson, Mohegan Sun, Procter & Gamble, Schering–Plough, and Unilever. Maddock, a frequent speaker at marketing and innovation conferences worldwide, is also coauthor of the"Innovation Engine" column on BusinessWeek.com.
Luisa C. Uriarte is partner and Executive Vice President of Maddock Douglas where she oversees the insights and research functions for the firm. Luisa has more than twenty years of experience in managing research and marketing consulting projects of international scope.
Paul B. Brown is a longtime contributor to the New York Times. A former editor and writer for BusinessWeek, Forbes, and Inc., Brown is the author or coauthor of numerous bestsellers, including Customers for Life, written with Carl Sewell, which has sold more than 1 million copies worldwide.

Okładka tylna:
Praise for BRAND NEW
"If you′re in charge of driving breakthrough innovation, this book is a great road map."—Stephen L iguori, 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.