Return on Ideas

David Nichols 지음

Wiley 2008년 05월 23일 출간

작품소개

책소개

Return on Ideas is a practical guide to getting more from the resources you put into your innovation process. David Nichols clearly shows why current innovation funnel models stifle rather than encourage new ideas, and offers a new methodology, -rocketing-, to tackle the problem.The first book to look in detail at innovation as a business-driving imperative, Return on Ideas provides the tools, techniques and processes to actually upgrade the way you tackle innovation, illustrated with examples from innovative companies such as Yo! Sushi, Apple, Vodafone, Unilever, PG, Danone, Amex and Ben Jerry-s ~ as well as unconventional sources such as theatre and comedy.

목차

About the Author xiiiAcknowledgements xv1. This is getting us nowhere 1What is the problem? The Funnel 12. How to navigate this book 5Segmenting users 7PART I: The Case Study 113. The Calippo Shots story 13Headlines 13The Ice Cream scene 14Starting with a clear vision 15Generate lots of high quality ideas 16Quickly getting down to the best ideas 18Building the best ideas into winning mixes 19After launch 20Key takeouts 20Handover 21PART II: The Challenge 234. Innovation isn't working 25Headlines 25Innovation's the thing 25Innovation isn't 28Funnels Don't Work 29Ten ways funnels stifle innovation 32A dizzying conclusion 46Key takeouts 53Checklist: Is innovation being stifled by your funnel? 53Handover 54PART III: The Core Idea 555. A new innovation paradigm: The Rocket Motor 57Headlines 57Innovation is, in fact, Rocket science 58Key takeouts 66Handover 676. Rocketing: Destination 69Headlines 69Being clear 69Hamster-wheeling 73Begin with the end in mind 74Key takeouts 91Checklist : Destination 91Handover 927. Rocketing: Combustion 93Headlines 93Not enough good ideas 937.1 Continuous Insight Fuel 95From insight to fuel 95360-degree Insight 96360-degree Insight Sources 977.2 Multiple Ignition In Parallel 110Igniting the insight fuel 110Parallel processing 110Lisa and Mac 114Practical Ignition Tools 1157.3 3 Bucket Principle 128What it is 128Grave-robbing 1317.4 Coda: A whole year view of Innovation 134The 15% rule 134Your typical year 134Key takeouts 136Checklist: Combustion 137<

작가정보

저자(글) David Nichols

저자 :

저자 :

저자 :

저자 :

저자 :
저자 :
저자 :
David Nichols is a marketing coach who "makes us feel like we can achieve everything we want" according to one of his global brand director clients. He teamed up with David Taylor in 2006 to become a Managing Partner of the brandgym, a consultancy that coaches teams to create a clear brand vision and the action plan to turn this into growth. He has led brand vision and innovation projects for many global companies and brands including Castrol, Vodafone, Unilever and Cadburys.David is the author of "Brands Gaming: The computer gaming phenomenon and its impact on brands and business" published by Palgrave Macmillan in 2005, cataloguing the rise and rise of a new global cultural phenomenon that is going to change the marketing landscape forever.He started his career at OCC Strategy consultants, moving on to the marketing consultancy Added Value where he spent 11 years rising to be Managing Director of the UK, including stints in Paris and as MD in Australia.David has written and produced three full scale musicals and managed a professional improv troupe, The Impro Musical, working with Tony Slattery, Eddie Izzard and Greg Proops.He has a first class degree in Aerospace Engineering from Bristol University and in his spare time is an aerobatic pilot.Contact David at [e-mail]