Monetizing Innovation

Praise for Monetizing Innovation

“Too many startups focus on product engineering, ignore the customer, and end up failing. We launched last year using the approach in this book, and it led to twice the targeted revenue growth and made the difference between the success and failure of our company. Starting with the customer, market, and price is the only approach for product success.”

—Spenser Skates, co-founder and CEO, Amplitude Analytic

“This book is a very practical guide to the difficult decisions that have to be made during the product development process. It's a must-read for anyone responsible for product development.”

—Mark James, senior vice president of global pricing and product, DHL Express

“Many savvy marketers have adopted the important paradigm shift in pricing—moving from cost-based pricing to customer value-in-use pricing. The authors of Monetizing Innovation persuasively explain the next, equally important, paradigm shift: moving value-in-use thinking from the end of the new product development process to the beginning. Companies that apply this wisdom will see a vast improvement in their ability to identify and capitalize on key market opportunities.”

—Robert Dolan, Baker Foundation professor, Harvard Business School

“Madhavan Ramanujam and Georg Tacke use their decades of experience working with companies across the globe to identify the best ways for organizations to innovate profitably. Their book explains how to shift focus—from the product to the customer, ...