Breakthrough! - Steve Lance

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Résumé :
Consider some big ideas that have become business and cultural phenomena: how Starbucks transformed a declining coffee market by combining an experience destination with a premium product. Or how the established notion that dolls are for girls was shattered by a toy line called G.I. Joe.

Most people mistakenly think breakthrough ideas are a matter of divine inspiration and luck. This book reveals a step-by-step methodology individuals and organizations can use to develop, create, and nurture the kinds of new products and services that capture the public's imagination. Loaded with examples and packed with straightforward explanations of the processes that can lead to breakout hits this book shows readers how to create an idea methodology, encourage free-thinking, keep good ideas, and bring revolutionary, revenue generating new concepts to market.

Biographie:
Paul Kurnit is a well-known marketing expert and marketing professor at Pace University whose achievements at agencies such as Benton and Bowles, Ogilvy and DDB's Griffin Bacal include campaigns for Crest, American Express, and Transformers.

Steve Lance is a thirty-year veteran of advertising and marketing and an award-winning copywriter and creative director. He is coauthor of The Little Blue Book of Advertising. Together, they are the authors of The Little Blue Book of Marketing.

Sommaire:

CONTENTS

Introduction

Acknowledgments

Overview: What's a Big Idea?

Step 1: Put an End to Business as Usual

1 How Ya Doin'?

2 Why Rules Are Traps

3 The New Rules

Step 2: Get Business Buy-In

4 Build the Sale

5 Make It Stick

Step 3: Organize the Team and Process

6 True Believers, Consensus Builders, and Odd Ducks

7 Fire Up the Engines

8 Parameters and Process

Step 4: Land on the Big Idea

9 What Are You Selling?

10 What Are You Looking For?

11 The Competitive Landscape

12 Coming Up with the Big Idea

13 Give Every Idea a Chance to Live

14 Sifting and Winnowing

Step 5: Build Momentum for the Idea

15 Determine the Dimensions of the Idea

16 Research

17 Due Diligence

18 Budgets

19 Management Buy-In

Step 6: Develop the Plan

20 What Should the Plan Look Like?

21 Sell in the Plan

22 Who Ya Gonna Call?

Step 7: The Launch

23 Let's Do Launch

24 Implement a Readable Test

25 Read, Roll, or Kill

26 Celebrate!

27 The End—And the Beginning

Index

About the Authors