Brown, Paul B.
Brand New: Solving the Innovation Paradox -- How Great Brands Invent and Launch New Products, Services, and Business Models
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.
Keywords: Michael Maddock, Paul Brown, Paul B. Brown, brand new, product development, product implementation, Winning at New Products: Accelerating the Process from Idea to Launch, Third Edition, Robert G. Cooper, The Toyota Product Development System: Integrating People, Process and Technology, James M. Morgan, Jeffrey K. Liker, systematic new product process, formal new product process, product game plan, truly deserving projects, new product game, many new product projects, resource capacity analysis, likely market acceptance, new product arenas, initial trial rate, market launch plan, new product efforts, trial sell, gatekeeping group, product innovation strategy, simulated shopping trip, detailed market study, preliminary market assessment, invisible success factors, new product performance, predevelopment activities, new product goals, doing projects right, early product definition, new product objectives
- Brown, Paul B.
- Maddock, G. Michael
- Uriarte, Luisa C.
- John Wiley and Sons, Inc.
- Publication year
- Page amount
- 240 pages
- eISBN (PDF)
- Printed ISBN