Langmaid / Andrews Breakthrough Zone

Harnessing Consumer Creativity for Business Innovation
1. Auflage 2004
ISBN: 978-0-470-85592-8
Verlag: John Wiley & Sons
Format: PDF
Kopierschutz: Adobe DRM (»Systemvoraussetzungen)

E-Book, Englisch, 248 Seiten, E-Book

A breakthrough is a discontinuous change that makes new thingspossible and takes performance in a market to a new level. Thisbook is about creating breakthroughs in large organizations whereso much energy is often committed to existing activity. Drawing ontheir wide experience of working with top companies includingBritish Airways, BUPA, and Carphone Warehouse, Ray Langmaid and MacAndrews argue that it is customers themselves who are best-placedto conceive great new products and services, but that they willneed time and trust to work out how these might best be created.Traditional ways of talking to customers such as focus groups lackhonesty and place perceptual barriers - what is needed is a newapproach that is open, honest and ongoing. The solution is theBreakthrough Zone, a creative meeting of customer and executives inwhich desires are unlocked and needs identified. Versatile enoughto be used with groups of any size, this process is built onpersonal relationships, and proven to generate really innovativeideas for brand extensions and product development.
Provides the tools and techniques to enable you to get closer toyour customers - a step-by-step guide shows you how to implementthe 'Breakthrough Zone' process
Explores why this type of communication is so much more effectivethan focus groups or traditional database-driven approaches toengaging in customer dialogue
Previous innovations generated in the Breakthrough Zone includeBA's 'Beds for Business', BT's 'It's Good to Talk' and new marketstrategies for VISA and Dell

Autoren/Hrsg.

Langmaid, Roy

Andrews, Mac

Inhaltsverzeichnis

Foreword.
Chapter 1. On Innovation and How to Use this Book.
Chapter 2. Building Your Case.
Chapter 3. Resourcing the Breakthrough Zone.
Chapter 4. How to Facilitate a Breakthrough Zone Event.
Chapter 5. Training the Breakthrough Team.
Chapter 6. The Breakthrough Zone.
Chapter 7. The Insight Workshop.
Chapter 8. Dealing With Cultural Resistance.
Chapter 9. Winning the Power to Keep Moving.
Chapter 10. Beginning the Mission.
Chapter 11. Internal Consultations and Final Design.
Chapter 12. Prototypes and Customer Experience Testing.
Chapter 13. The Mission Plan.
Chapter 14. Communication Strategy.
Chapter 15. Implementation and Review.
Bibliography.
Index.

Über Autor(innen)

Roy and Mac have worked together transforming brands and businessesfor 8 years. Their work with big brands spans the globe from AMP inAustralia, Singapore Airlines, Holiday Inn EMEA, Saudi ArabianAirlines and VISA in San Francisco to Unilever throughout Europe aswell as a list of British companies that includes B.A., Granada,Carphone Warehouse, BT and BUPA. Those experiences formed the basisfor this book.
Mac, co-founder of the Institute for Creativity, UK, is a highlyexperienced specialist in creativity, insight and learning andtheir applications inside businesses large and small. He nowoperates with The Brand Works Ltd using customer insight to growand develop brands, their products, services and cultures ? he canbe contacted by email at [e-mail]
Roy is the originator of the Breakthrough method. He works forPromise, a consultancy based in London and New York, whichspecialises in helping organisations to keep their customers at thecentre of their thinking. He may be contacted [e-mail]