By David Minter
"You won't ever examine 'new principles' an identical method again." -H. Wayne Huizenga, founder and previous chairman and CEO of Blockbuster Inc.
"I may strongly recommend that each one retailers learn this publication earlier than they choose to release a brand new product, line extension or input a brand new line of business." -Mark R. Goldston, chairman and CEO, United on-line, Inc., including NetZero, Juno, Classmates and MyPoints.com brands
David Minter and Michael Reid comprehend innovation. For greater than 25 years, they've got contributed to the expansion of such businesses as Blockbuster, Dole, Viacom, Sony and Einstein Bagels.
Lightning in a Bottle offers Minter and Reid's uncomplicated seven-step method for developing rules that work-one that improves new-product good fortune charges from the normal one in 10 to at least one in or greater. Lightning in a Bottle additionally explains the pinnacle 10 purposes principles fail, plus the soiled secrets and techniques of the study global, such as:
--Why concentration teams do not paintings for brand spanking new products
--How industry segmentation is usually a sham
--Why brainstorming in now not powerful in developing nice new products
In the culture of Execution and reliable to nice, Lightning in a Bottle is the recent must-have consultant for enterprise leaders.
Read Online or Download Lightning in a Bottle: the Proven System to Create New Ideas and Products That Work PDF
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Additional info for Lightning in a Bottle: the Proven System to Create New Ideas and Products That Work
Does this sound like a way to cure polio or develop the next breakthrough in interstellar space exploration? Or how Thomas Edison might have gone about inventing the light bulb? Obviously not. Yet this is exactly how today’s “idea brainstorming” sessions typically work in corporate America. , etc. The problem is, it simply doesn’t work. While there are examples of how “fuzzy” scientific exploration and extremely long product development cycles can drive new product innovation (3M Corporation being a good example), most of us have more pressing new product schedules.
Say, what is the product going to be, anyway? A low-calorie donut? But aren’t donut eaters pretty happy with high fat, high sugar donuts? Even after a lot of time and effort and damaged brain cells, nobody could figure out what this thing was going to be. Fortunately, the do-gel died quietly, before it got to market. Everybody realized the idea had no merit. ” Like most random, incoming ideas, it didn’t fly because it had no grounding in what consumers want to buy. CASE STUDY HEY, LET’S DO SOME FOCUS GROUPS We’ve Got a Hit!
The problem is, it simply doesn’t work. While there are examples of how “fuzzy” scientific exploration and extremely long product development cycles can drive new product innovation (3M Corporation being a good example), most of us have more pressing new product schedules. Doing “creativity exercises” that are supposed to loosen the brain and let the creative juices flow puts too much emphasis on innate originality and not any at all on the preliminary work necessary to come up with great ideas.