How to Kill a Unicorn
...and Build Bold Ideas that Make It to Market, Transform Industries and Deliver Growth
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- 7,99 лв.
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- 7,99 лв.
Publisher Description
It's cool. But so what? This is the billion-dollar question that leading companies such as Samsung, Starbucks and American Express ask Fahrenheit 212 to answer for them whenever they develop new technologies.
Many companies are good at acquiring new product prototypes but bad at working out what they would do when they arrived at the front door. Many just give up, lacking the 'How' to go with the 'Wow'. Using a unique two-sided approach to innovation involving both the Money and the Magic and in the process turning traditional orthodoxies about brainstorming on their head, Mark Payne reveals how to explore every potential idea with the end goal in mind - bringing an innovative product to market in a way that will transform a company's business and growth.
PUBLISHERS WEEKLY
As cofounder and president of Farenheit 212, an innovation consultancy, Payne has his finger on the pulse of creative problem solving, but his first book is marred by heavy-handed self-promotion. While his company's philosophy, team structure, and model for developing high-impact innovative solutions (centered on the concept of "Money & Magic") is captivating, and its purported success impressive, the intense focus on his own company results in a self-congratulatory marketing piece rather than innovation guide. Statements such as "the concept of Money & Magic blending commercial and creative capabilities to solve for the needs of the business and the consumer felt like a very obvious answer as it came into view" detract from informative stories about innovation from those not clients, such as Progressive's online price comparison tool and the development of the famous Eames chair. Even when describing challenging assignments, such as consulting gigs for the pet food company Nature's Variety or distillery Tuthilltown Spirits, Payne's emphasis on Farenheit 212's process dominates the narrative and undermines what could have been an opportunity to draw readers into the creative world of innovation.