Lightning in a Bottle: the Proven System to Create New Ideas and Products That Work by David Minter, Michael Reid

Lightning in a Bottle: the Proven System to Create New Ideas and Products That Work



Download Lightning in a Bottle: the Proven System to Create New Ideas and Products That Work




Lightning in a Bottle: the Proven System to Create New Ideas and Products That Work David Minter, Michael Reid
Language: English
Page: 224
Format: pdf
ISBN: 1402210329, 9781402216954
Publisher:

Review

The first 84 pages harpoon the prevalent processes (including brainstorming, focus groups and quantitative consumer research) for generating new ideas that bring new products to market. Rightly so - 9 out of 10 new products fail. With a consistent 90 percent failure rate, you'd hope the "thinkers" would be open to these fresh ideas. Here are a few of them:

Less is more. It's not the number of ideas you have, it's the quality of each. The more ideas you have actually makes it harder to assess the quality of each. Why? There simply isn't enough time, people or money to properly evaluate all of them. As a result, true top-to-bottom development of an idea never really takes place. Internal competition develops, too, as factions promote their ideas.

The fewer people that work on ideas the better. Idea development should apply "Too many cooks spoil the broth.", not "the more the merrier."

Forget market segmentation. There isn't the time, people or the money to effectively develop multiple market segments. Think of it this way: In order to participate in four discrete markets, you have to divide your existing resources four ways. There's no guarantee that one-fourth of your resources will allow you make a dent in any market segment. By concentrating your resources in your core segment, you can make an impact. -- Chicago Tribune, February 4, 2007
--This text refers to an out of print or unavailable edition of this title.

From the Publisher

"Lightning in a Bottle exposes why so few new products and services succeed in the marketplace, and what to do about it. It's not fancy or complicated--it just works."
--George Dean Johnson, Jr., co-founder and former CEO, Extended Stay America

"I would strongly suggest that all marketers read this book before they decide to launch a new product, line extension or enter a new line of business."
--Mark R. Goldston, chairman and CEO, United Online, Inc. (includes NetZero, Juno, Classmates and MyPoints.com brands)

"Minter and Reid know what they are doing, and in Lightning in a Bottle share their keys to business success in language that is clear and compelling."
--Al Baldocchi private venture capitalist; member of the Board of Directors of Chipotle Mexican Grill

"Thunder, lightning, typhoons; Minter & Reid make it happen. The wisdom delivered in Lightning in a Bottle elevated our company's innovative, big idea to reality. Put down whatever you're reading, and capture Lightning in a Bottle."
--Tyler T. Tysdal founder and president, SmartCare Family Medial Centers; managing partner, TIVIS Ventures
--This text refers to an out of print or unavailable edition of this title.

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