LEADER 05094nam 2200673 a 450 001 9911019592403321 005 20200520144314.0 010 $a9786612345555 010 $a9781119209157 010 $a1119209153 010 $a9781282345553 010 $a1282345559 010 $a9780470512074 010 $a0470512075 035 $a(CKB)1000000000725194 035 $a(EBL)470669 035 $a(OCoLC)536159576 035 $a(SSID)ssj0000308356 035 $a(PQKBManifestationID)12134698 035 $a(PQKBTitleCode)TC0000308356 035 $a(PQKBWorkID)10259330 035 $a(PQKB)11130491 035 $a(MiAaPQ)EBC470669 035 $a(Perlego)2774556 035 $a(EXLCZ)991000000000725194 100 $a20070131d2007 uy 0 101 0 $aeng 135 $aur|n|---||||| 181 $ctxt 182 $cc 183 $acr 200 10$aReturn on ideas $ea practical guide to making innovation pay /$fDavid Nichols 210 $aChichester, England ;$aHoboken, NJ $cJohn Wiley & Sons$dc2007 215 $a1 online resource (282 p.) 300 $a"A Brandgym book"--Cover. 300 $aIncludes index. 311 08$a9780470028575 311 08$a0470028572 327 $aReturn on Ideas; Contents; About the Author; Acknowledgements; 1. This is getting us nowhere; What is the problem? The Funnel; 2. How to navigate this book; Segmenting users; PART I: The Case Study; 3. The Calippo Shots story; Headlines; The Ice Cream scene; Starting with a clear vision; Generate lots of high quality ideas; Quickly getting down to the best ideas; Building the best ideas into winning mixes; After launch; Key takeouts; Handover; PART II: The Challenge; 4. Innovation isn't working; Headlines; Innovation's the thing; Innovation isn't; Funnels Don't Work 327 $aTen ways funnels stifle innovationA dizzying conclusion; Key takeouts; Checklist: Is innovation being stifled by your funnel?; Handover; PART III: The Core Idea; 5. A new innovation paradigm: The Rocket Motor; Headlines; Innovation is, in fact, Rocket science; Key takeouts; Handover; 6. Rocketing: Destination; Headlines; Being clear; Hamster-wheeling; Begin with the end in mind; Key takeouts; Checklist : Destination; Handover; 7. Rocketing: Combustion; Headlines; Not enough good ideas; 7.1 Continuous Insight Fuel; From insight to fuel; 360. Insight; 360. Insight Sources 327 $a7.2 Multiple Ignition In ParallelIgniting the insight fuel; Parallel processing; Lisa and Mac; Practical Ignition Tools; 7.3 3 Bucket Principle; What it is; Grave-robbing; 7.4 Coda: A whole year view of Innovation; The 15% rule; Your typical year; Key takeouts; Checklist: Combustion; Handover; 8. Rocketing: Nozzle; Headlines; From Whittle to 'Wow'; Picking winners is a lottery; Show business: Theatre Rules; Poor external screening; Show business: Idea Power; Key takeouts; Checklist: Nozzle; Handover; 9. Rocketing: Expander; Headlines; Keeping positive; Innovation Antibodies 327 $aExpand not evaluateBe a builder not a knocker; Execution is everything; Get real feedback; Launch then tweak; Key Takeouts; Checklist: Combustion; Handover; PART IV: The Entertainment; 10. Ten innovations that make it look easy; Innovation shortcuts; New brands are innovations too; The 10 Innovations; PART V: The Practicalities; 11. Doing it faster; Headlines; It always takes longer than you want it to; Case Study: Project Blues for Unilever Foods; The Approach; Plan in decisions; Smaller teams; Parallel Ideation; Real-time insight; Fast agencies; Blues: The result; Key takeouts 327 $aChecklist: Doing it fasterHandover; 12. Avoiding the pitfalls; Headlines; Pitfalls and Pratfalls; Nine innovation pitfalls; No. 1: Oops, the product is useless; No. 2: 'Not invented here' syndrome; No. 3: The 'could it be. . . ?' killer; No. 4: Over-testing; No. 5: Killing by proxy; No. 6: The off-guard boss; No. 7: 'Yes, but. . .'; No. 8: Poor casting; No. 9: Giving up; Handover; Appendix: Rocketing toolkit; Index 330 $aReturn 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, P&G, Danone, 606 $aProduct management 606 $aBrand name products 606 $aDiffusion of innovations 615 0$aProduct management. 615 0$aBrand name products. 615 0$aDiffusion of innovations. 676 $a658.4/063 700 $aNichols$b David$f1967-$01611170 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9911019592403321 996 $aReturn on ideas$94419269 997 $aUNINA