Return on ideas : a practical guide to making innovation pay

282 Pages·2007·2.965 MB·English

by  Nichols, David

Return on Ideas

Return on Ideas
A practical guide to making innovation pay
David Nichols
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Nichols,David,1967-
Returnonideas:Apracticalguidetomakinginnovationpay/DavidNichols.
p.cm.
Includesbibliographicalreferencesandindex.
ISBN978-0-470-02857-5(cloth)
1. Productmanagement.2. Brandnameproducts.3. Diffusionofinnovations. I.Title.
HF5415.15.N532007
658.4(cid:1) 063–dc22
2007004233
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for Clare, Hollyand Imogen

Contents
About the Author xiii
Acknowledgements xv
1. This is getting us nowhere 1
What isthe problem?TheFunnel 1
2. How to navigate this book 5
Segmenting users 7
PART I: The Case Study 11
3. The Calippo Shots story 13
Headlines 13
TheIce Cream scene 14
Starting with aclearvision 15
Generate lots ofhighquality ideas 16
Quickly getting downto thebestideas 18
Building the bestideas intowinningmixes 19
Afterlaunch 20
Key takeouts 20
Handover 21
PART II: The Challenge 23
4. Innovation isn’t working 25
Headlines 25
Innovation’sthe thing 25
viii CONTENTS
Innovationisn’t 28
FunnelsDon’tWork 29
Tenways funnelsstifle innovation 32
Adizzying conclusion 46
Keytakeouts 53
Checklist:Is innovationbeingstifled byyourfunnel? 53
Handover 54
PART III: The Core Idea 55
5. A new innovation paradigm: The Rocket Motor 57
Headlines 57
Innovationis, in fact, Rocketscience 58
Keytakeouts 66
Handover 67
6. Rocketing: Destination 69
Headlines 69
Beingclear 69
Hamster-wheeling 73
Beginwith theend in mind 74
Keytakeouts 91
Checklist: Destination 91
Handover 92
7. Rocketing: Combustion 93
Headlines 93
Notenoughgoodideas 93
7.1 ContinuousInsightFuel 95
From insightto fuel 95
◦
360 Insight 96
◦
360 InsightSources 97
7.2 Multiple IgnitionIn Parallel 110
Igniting theinsightfuel 110
Parallel processing 110