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Brand New: Solving the Innovation Paradox—How Great Brands Invent and Launch New Products, Services, and Business Models by Paul B. Brown, Luisa C. Uriarte, G. Michael Maddock

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Contents

Foreword

About the Authors

Part I : Preparation and Strategy

Chapter 1 : The Innovation Paradox

A Look at the Numbers

And Then It Really Falls Apart

Where Do We Go from Here?

A Unique Process

The Brand New Strategy

Execution

Coming Up Next

Chapter 2 : Creating an Efficient and Effective Innovation Process

The Big Three: How Does Industry-Changing Innovation Happen?

Coming Up Next

Chapter 3 : Circle #1: Finding the Need

Insight First, Idea Second

Narrowing Your Focus: Segmentation

Be Insight Agnostic

“It’s a wonderful need . . . just not for us.”

When Searching for Needs, Keep These Things in Mind

Coming Up Next

Chapter 4 : Circle #2: Formulating the Idea

Beginning the Process of Ideation

Let Your Mind Diverge

Filling the Idea Out

Putting This to Work

What Would ___ Do: Utilizing Points of Departure

Converge: Distilling Concepts into Categories

Concept Development

Testing What You’ve Come up With

An Ideation Creativity 12-Step Program

Coming Up Next

Chapter 5 : Circle #3: Successfully Communicating (and Profiting from) What You Have Come Up With

A Brilliant Idea Badly Communicated Becomes a Bad Idea

Three and a Half Rules for Improving Your Communication Efforts

Use Their Words as a Springboard

Pay Attention When They Speak

Remember, Your Story May Not Be Their Story

“Huh?”—Clearly Saying What You Mean

Going Commercial (or You Will Never Make any Money If You Can’t Explain What You Have)

How to Utilize Social Media: Changing the Game for the Better

Mastering Communication ...

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