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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

Find needs and opportunity in the marketplace

Come up with significant market insights

Create compelling communication (using the actual words your

customers use) to convince people to try your new creation

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.

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.

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.

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书籍介绍

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 Find needs and opportunity in the marketplace Come up with significant market insights Create compelling communication (using the actual words your customers use) to convince people to try your new creation 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.