Book Titles

If we ask people what they want in a product or show them a concept and seek their reaction, we run a very high risk of failure if we take their responses literally.

If we ask the right questions, we will have a very powerful, very relevant response. If we fail to do so, we will march with great confidence and full speed down precisely the wrong road.

It takes perspective that in the world of product and service innovation, utility is the driving force.

People buy something for one of two reasons: because it is beautiful, or because it is useful. We buy things only for either aesthetic reasons or utilitarian resources.

For most organizations, optimizing staffing and organization for innovation requires a real commitment to change.

Innovation drives top-line growth, and it delivers bottom-line growth as well, if done effectively.

For marketing to succeed, innovation must succeed first. A company must have something more to offer than its management.

There is one more good reason to focus on innovation: Innovation energizes a business.

Success breeds success, and innovation in product breeds innovation in marketing, sales, and even business model.

…motivation is a natural product of innovation that is itself good for the business.