Brand New

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 ix About the Authors xi PART I Preparation and Strategy 1 Chapter 1 The Innovation Paradox 3 A Look at the Numbers 4 And Then It Really Falls Apart 7 Where Do We Go from Here? 9 A Unique Process 10 The Brand New Strategy 12 Execution 13 Chapter 2 Creating an Efficient and Effective Innovation Process 15 The Big Three: How Does Industry-Changing Innovation Happen? 16 Chapter 3 Circle #1: Finding the Need 25 Insight First, Idea Second 26 Narrowing Your Focus: Segmentation 30 Be Insight Agnostic 38  “It’s a wonderful need . . . just not for us.” 54 When Searching for Needs, Keep These Things in Mind 56 Chapter 4 Circle #2: Formulating the Idea 63 Beginning the Process of Ideation 64 Let Your Mind Diverge 72 Filling the Idea Out 77 Putting This to Work 79 What Would ___ Do: Utilizing Points of Departure 80 Converge: Distilling Concepts into Categories 83 Concept Development 86 Testing What You’ve Come up With 89 An Ideation Creativity 12-Step Program 93 Chapter 5 Circle #3: Successfully Communicating (and Profi ting from) What You Have Come Up With 95 A Brilliant Idea Badly Communicated Becomes a Bad Idea 96 Three and a Half Rules for Improving Your Communication Efforts 99 Use Their Words as a Springboard 103 Pay Attention When They Speak 107 Remember, Your Story May Not Be Their Story 110 “Huh?”—Clearly Saying What You Mean 111 Going Commercial (or you will never make any money if you can’t explain what you have) 113 How to Utilize Social Media: Changing the Game for the Better 116 Mastering Communication 122 Chapter 6 Constructing Your Innovation “Portfolio” 125 Diversifying Your Innovation “Investments” 125 The Four Classes of Innovation 127 How to Divide Up Your Innovation “Assets” 132 Tactics to Increase Your Success 136 Budgeting in Your Innovation “Portfolio” 138 PART II Tools and Tactics 141 Chapter 7 Getting Outside the Jar: How to Infuse Outside Experts into Your Innovation Process 143 Practical Wisdom 144 Integration of the Left and Right Brain of an Organization 154 Idea “Parents” Wanted 156 The Role of Outside Experts in Building Your Innovation Portfolio 157 Chapter 8 Sustainable Innovation: Creating (and Profi ting) from a Green, White Space 163 Delivering on Needs and Making a Difference 164 Three Reasons to Find the Green Space 165 Steps toward Integrating Sustainability into Your Innovation Process 169 Actions Speak Louder than Words 174 The 5 Cs of Sustainable Innovation 175 Chapter 9 Introducing “The Innovation Power Score” — A Method for Measuring the Potential of Your Innovation 179 The Insight Score 181 The Idea Score 187 The Communication Score 191 Conclusion 194 Three “Frequently Asked Questions” on the Advantages of the IPS 197 Chapter 10 Investools: A Case Study in Putting Your Innovation Process to Work 201 Investools’ Innovation Paradox 202 If You Did It Once 208 Conclusion 210 Acknowledgments 211 Index 213