1 review for:

Brand New: Solving the Innovation Paradox -- How Great Brands Invent and Launch New Products, Services, and Business Models

G. Michael Maddock, Paul B. Brown, Luisa C. Uriarte

4.0 AVERAGE

afhill's review against another edition

5.0

informative

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I was a bit skeptical of this book I received as a giveaway at the Front End of Innovation conference, but I thoroughly enjoyed it. Mike Maddox draws on his experience in his innovation consultancy, but you don't need to retain their services to benefit from it. The book is chock full of guidance, and as soon as I've finished this review, I'm going to look back at a few of our projects and assign them Innovation Power Scores!

My two biggest takeaways should have been obvious, but this book drove the points home:

1. Everything needs to start with an insight: "I want to (blank) because (blank) BUT (blank). Both the motivation and the tension need to be understood. 

2. Communication can't be tacked on after the fact. It's as much part of the innovation as anything else. 

This book will be changing how we approach innovation at Readytalk. Thanks Mike and team!