G. Michael Maddock Libri

"Brand New's" innovative process offers a practical roadmap for creating successful products, services, and business models. Authored by leading practitioners and the coauthor of "Customers for Life," this engaging book addresses the challenge of effectively introducing new offerings. Research indicates that consumers actively seek out new products and services, yet companies often fail to meet these demands. The root of this issue lies in the absence of a straightforward, proven process that ensures consistent innovation. Mike Maddock and his team at Maddock Douglas, the Agency of Innovation, have collaborated with numerous Fortune 100 companies to tackle this innovation paradox. They outline a clear methodology that helps identify market needs and opportunities, generate significant insights, and craft compelling communications using the language of customers. The strategies that have proven successful for top companies can be applied to your own efforts. By leveraging the insights from this book, you can begin implementing effective innovation strategies before your competitors do.