{"product_id":"return-on-ideas-isbn-9780470028575","title":"Return on Ideas","description":"\u003ci\u003eReturn on Ideas\u003c\/i\u003e 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.  \u003cp\u003eThe first book to look in detail at innovation as a business-driving imperative, \u003ci\u003eReturn on Ideas\u003c\/i\u003e 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\u0026amp;G, Danone, Amex and Ben \u0026amp; Jerry’s – as well as unconventional sources such as theatre and comedy.\u003c\/p\u003e \u003cp\u003eAbout the Author xiii\u003c\/p\u003e \u003cp\u003eAcknowledgements xv\u003c\/p\u003e \u003cp\u003e\u003cb\u003e1. This is getting us nowhere 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhat is the problem? The Funnel 1\u003c\/p\u003e \u003cp\u003e\u003cb\u003e2. How to navigate this book 5\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eSegmenting users 7\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePART I: The Case Study 11\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e3. The Calippo Shots story 13\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eHeadlines 13\u003c\/p\u003e \u003cp\u003eThe Ice Cream scene 14\u003c\/p\u003e \u003cp\u003eStarting with a clear vision 15\u003c\/p\u003e \u003cp\u003eGenerate lots of high quality ideas 16\u003c\/p\u003e \u003cp\u003eQuickly getting down to the best ideas 18\u003c\/p\u003e \u003cp\u003eBuilding the best ideas into winning mixes 19\u003c\/p\u003e \u003cp\u003eAfter launch 20\u003c\/p\u003e \u003cp\u003eKey takeouts 20\u003c\/p\u003e \u003cp\u003eHandover 21\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePART II: The Challenge 23\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e4. Innovation isn't working 25\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eHeadlines 25\u003c\/p\u003e \u003cp\u003eInnovation's the thing 25\u003c\/p\u003e \u003cp\u003eInnovation isn't 28\u003c\/p\u003e \u003cp\u003eFunnels Don't Work 29\u003c\/p\u003e \u003cp\u003eTen ways funnels stifle innovation 32\u003c\/p\u003e \u003cp\u003eA dizzying conclusion 46\u003c\/p\u003e \u003cp\u003eKey takeouts 53\u003c\/p\u003e \u003cp\u003eChecklist: Is innovation being stifled by your funnel? 53\u003c\/p\u003e \u003cp\u003eHandover 54\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePART III: The Core Idea 55\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e5. A new innovation paradigm: The Rocket Motor 57\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eHeadlines 57\u003c\/p\u003e \u003cp\u003eInnovation is, in fact, Rocket science 58\u003c\/p\u003e \u003cp\u003eKey takeouts 66\u003c\/p\u003e \u003cp\u003eHandover 67\u003c\/p\u003e \u003cp\u003e\u003cb\u003e6. Rocketing: Destination 69\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eHeadlines 69\u003c\/p\u003e \u003cp\u003eBeing clear 69\u003c\/p\u003e \u003cp\u003eHamster-wheeling 73\u003c\/p\u003e \u003cp\u003eBegin with the end in mind 74\u003c\/p\u003e \u003cp\u003eKey takeouts 91\u003c\/p\u003e \u003cp\u003eChecklist : Destination 91\u003c\/p\u003e \u003cp\u003eHandover 92\u003c\/p\u003e \u003cp\u003e\u003cb\u003e7. Rocketing: Combustion 93\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eHeadlines 93\u003c\/p\u003e \u003cp\u003eNot enough good ideas 93\u003c\/p\u003e \u003cp\u003e7.1 Continuous Insight Fuel 95\u003c\/p\u003e \u003cp\u003eFrom insight to fuel 95\u003c\/p\u003e \u003cp\u003e360-degree Insight 96\u003c\/p\u003e \u003cp\u003e360-degree Insight Sources 97\u003c\/p\u003e \u003cp\u003e7.2 Multiple Ignition In Parallel 110\u003c\/p\u003e \u003cp\u003eIgniting the insight fuel 110\u003c\/p\u003e \u003cp\u003eParallel processing 110\u003c\/p\u003e \u003cp\u003eLisa and Mac 114\u003c\/p\u003e \u003cp\u003ePractical Ignition Tools 115\u003c\/p\u003e \u003cp\u003e7.3 3 Bucket Principle 128\u003c\/p\u003e \u003cp\u003eWhat it is 128\u003c\/p\u003e \u003cp\u003eGrave-robbing 131\u003c\/p\u003e \u003cp\u003e7.4 Coda: A whole year view of Innovation 134\u003c\/p\u003e \u003cp\u003eThe 15% rule 134\u003c\/p\u003e \u003cp\u003eYour typical year 134\u003c\/p\u003e \u003cp\u003eKey takeouts 136\u003c\/p\u003e \u003cp\u003eChecklist: Combustion 137\u003c\/p\u003e \u003cp\u003eHandover 137\u003c\/p\u003e \u003cp\u003e\u003cb\u003e8. Rocketing: Nozzle 139\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eHeadlines 139\u003c\/p\u003e \u003cp\u003eFrom Whittle to 'Wow' 139\u003c\/p\u003e \u003cp\u003ePicking winners is a lottery 140\u003c\/p\u003e \u003cp\u003eShow business: Theatre Rules 143\u003c\/p\u003e \u003cp\u003ePoor external screening 150\u003c\/p\u003e \u003cp\u003eShow business: Idea Power 150\u003c\/p\u003e \u003cp\u003eKey takeouts 157\u003c\/p\u003e \u003cp\u003eChecklist: Nozzle 157\u003c\/p\u003e \u003cp\u003eHandover 158\u003c\/p\u003e \u003cp\u003e\u003cb\u003e9. Rocketing: Expander 159\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eHeadlines 159\u003c\/p\u003e \u003cp\u003eKeeping positive 159\u003c\/p\u003e \u003cp\u003eInnovation Antibodies 160\u003c\/p\u003e \u003cp\u003eExpand not evaluate 161\u003c\/p\u003e \u003cp\u003eBe a builder not a knocker 162\u003c\/p\u003e \u003cp\u003eExecution is everything 170\u003c\/p\u003e \u003cp\u003eGet real feedback 170\u003c\/p\u003e \u003cp\u003eLaunch then tweak 176\u003c\/p\u003e \u003cp\u003eKey Takeouts 177\u003c\/p\u003e \u003cp\u003eChecklist: Combustion 177\u003c\/p\u003e \u003cp\u003eHandover 178\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePART IV: The Entertainment 179\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e10. Ten innovations that make it look easy 181\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eInnovation shortcuts 181\u003c\/p\u003e \u003cp\u003eNew brands are innovations too 182\u003c\/p\u003e \u003cp\u003eThe 10 Innovations 183\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePART V: The Practicalities 205\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e11. Doing it faster 207\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eHeadlines 207\u003c\/p\u003e \u003cp\u003eIt always takes longer than you want it to 208\u003c\/p\u003e \u003cp\u003eCase Study: Project Blues for Unilever Foods 209\u003c\/p\u003e \u003cp\u003eThe Approach 209\u003c\/p\u003e \u003cp\u003ePlan in decisions 210\u003c\/p\u003e \u003cp\u003eSmaller teams 212\u003c\/p\u003e \u003cp\u003eParallel Ideation 214\u003c\/p\u003e \u003cp\u003eReal-time insight 216\u003c\/p\u003e \u003cp\u003eFast agencies 217\u003c\/p\u003e \u003cp\u003eBlues: The result 218\u003c\/p\u003e \u003cp\u003eKey takeouts 218\u003c\/p\u003e \u003cp\u003eChecklist: Doing it faster 218\u003c\/p\u003e \u003cp\u003eHandover 219\u003c\/p\u003e \u003cp\u003e\u003cb\u003e12. Avoiding the pitfalls 221\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eHeadlines 221\u003c\/p\u003e \u003cp\u003ePitfalls and Pratfalls 222\u003c\/p\u003e \u003cp\u003eNine innovation pitfalls 223\u003c\/p\u003e \u003cp\u003eNo. 1: Oops, the product is useless 223\u003c\/p\u003e \u003cp\u003eNo. 2: 'Not invented here' syndrome 226\u003c\/p\u003e \u003cp\u003eNo. 3: The 'could it be. . . ?' killer 229\u003c\/p\u003e \u003cp\u003eNo. 4: Over-testing 231\u003c\/p\u003e \u003cp\u003eNo. 5: Killing by proxy 233\u003c\/p\u003e \u003cp\u003eNo. 6: The off-guard boss 235\u003c\/p\u003e \u003cp\u003eNo. 7: 'Yes, but. . .' 237\u003c\/p\u003e \u003cp\u003eNo. 8: Poor casting 238\u003c\/p\u003e \u003cp\u003eNo. 9: Giving up 240\u003c\/p\u003e \u003cp\u003eHandover 242\u003c\/p\u003e \u003cp\u003eAppendix: Rocketing toolkit 243\u003c\/p\u003e \u003cp\u003e\u003cb\u003eIndex 255\u003c\/b\u003e\u003c\/p\u003e  \u003cb\u003eDavid Nichols\u003c\/b\u003e is a marketing coach who “\u003ci\u003emakes us feel like we can achieve everything we want\u003c\/i\u003e” according to one of his global brand director clients. He teamed up with David Taylor in 2006 to become a Managing Partner of the brandgym, a consultancy that coaches teams to create a clear brand vision \u003cu\u003eand\u003c\/u\u003e the action plan to turn this into growth. He has led brand vision and innovation projects for many global companies and brands including Castrol, Vodafone, Unilever and Cadburys.\u003cbr\u003e David is the author of “\u003ci\u003eBrands \u0026amp; Gaming: The computer gaming phenomenon and its impact on brands and business\u003c\/i\u003e” published by Palgrave Macmillan in 2005, cataloguing the rise and rise of a new global cultural phenomenon that is going to change the marketing landscape forever.\u003cbr\u003e He started his career at OC\u0026amp;C Strategy consultants, moving on to the marketing consultancy Added Value where he spent 11 years rising to be Managing Director of the UK, including stints in Paris and as MD in Australia.\u003cbr\u003e David has written and produced three full scale musicals and managed a professional improv troupe, \u003ci\u003eThe Impro Musical\u003c\/i\u003e, working with Tony Slattery, Eddie Izzard and Greg Proops.\u003cbr\u003e He has a first class degree in Aerospace Engineering from Bristol University and in his spare time is an aerobatic pilot.\u003cbr\u003e Contact David at davidn@thebrandgym.com  \u003cb\u003eDavid Nichols\u003c\/b\u003e has written a practical guide to getting more, higher quality new ideas from all the resources you put into your innovation process. return on Ideas gives you tools, techniques and process to upgrade the way you tackle innovation, illustrated with examples from companies such as You! Sushi, Apple, Vodafone, Unilever, P\u0026amp;G, Danone, American Express and Ben \u0026amp; Jerry's.  \u003cp\u003eThe book sets out why innovation funnels are stifling new ideas, and offers a new methodology, rocketing, to tackle the problem. This is laid out in practical terms covering:\u003c\/p\u003e \u003cul\u003e \u003cli\u003e \u003cdiv\u003e\n\u003cb\u003eSimple Process\u003c\/b\u003e: a four stage 'rocket' approach that builds and improves on existing processes, rather than throwing them out\u003c\/div\u003e \u003c\/li\u003e \u003cli\u003e \u003cdiv\u003e\n\u003cb\u003ePragmatic Tools\u003c\/b\u003e: for each stage simple, practical tools are given, with examples, for you to put to work immediately in your own company\u003c\/div\u003e \u003c\/li\u003e \u003cli\u003e \u003cdiv\u003e\n\u003cb\u003ePitfalls to Avoid\u003c\/b\u003e: no process is flawless and the key innovation pitfalls are highlighted with simple avoidance techniques to help you stay on the path to great new ideas\u003c\/div\u003e \u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eReturn on Ideas is an ideal accompaniment to the other brandgym books: the Brandgym, Brand Stretch, and Brand Vision, all by David Taylor.\u003c\/p\u003e  \u003cb\u003eInnovation is the growth engine of our age, quoted by CEOs the world over as the route to success in the marketplace. but the process of innovation is taking longer and costing more than ever before...\u003c\/b\u003e  \u003cp\u003e\u003cb\u003eReturn on Ideas is a practical guide to getting more ban for your buck from your innovation process. The book reveals why the innovation funnel, the preferred methodology in large branded companies, is in fact stifling new ideas. A new methodology, Rocketing, is laid out that shows how business managers can get more from all the resources and effort they put into generating innovation. It is illustrated in the practical brand gym style with examples from companies like Vodafone, unilever, P\u0026amp;G, Apple, Yo! Sushi, American Express, Danone, Ben \u0026amp; Jerry's and others. Without extolling you to become a business rebel, it will show you how to get more, higher quality ideas, for less.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e'This book is a brilliant reminder that innovation comes from a mix of romance and common sense, stirred up with a good deal of positive energy from the product itself. Too many risky or badly thought through ideas end up being launched and David Nichols gives pragmatic approaches to increasing your chances of success. It's fresh, amusing and lays out the kind of innovation process I would prefer to follow any day.' - \u003cb\u003eMatt Adams, Global Marketing Manager, Pernod Ricard Wines\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e'Innovation is at the top of so many brands' agendas, but success rates suggest that there's plenty of room for improvement. David Nichols has written a thought provoking and practical book on how to get more out of innovation. It's pragmatic style and frequent examples make it something that I would encourage marketers to have with them to dip into for inspiration whenever they are undertaking an innovation project.' - \u003cb\u003eDavid Wheldon, Global Director of Marketing, Vodafone\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e'The innovation funnel has become the standard \"best practice\" tool for innovation today, so why are there so few real breakthroughs? David Nichols provides some answers with practical solutions in this easy to use book to help you release your organisation's true innovation capability to grow.' - \u003cb\u003eAlan Martin, Chief Marketing Officer, Fayrouz International\u003c\/b\u003e\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47989958377701,"sku":"NP9780470028575","price":60.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9780470028575.jpg?v=1761786029","url":"https:\/\/k12savings.com\/es\/products\/return-on-ideas-isbn-9780470028575","provider":"K12savings","version":"1.0","type":"link"}