Cover image for Breakthrough!

Breakthrough!

Author Steve LANCE , Paul KURNIT
Release Date: 2010/10/01
ISBN: 9780814415627
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Book Description

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.

Table of Contents

  1. Cover page
  2. Title page
  3. Copyright Page
  4. Dedication
  5. Contents
  6. Introduction
  7. Acknowledgments
  8. Overview: What’s a Big Idea?
  9. Step 1: Put an End to Business as Usual
    1. 1 How Ya Doin’?
    2. 2 Why Rules Are Traps
    3. 3 The New Rules
  10. Step 2: Get Business Buy-In
    1. 4 Build the Sale
    2. 5 Make It Stick
  11. Step 3: Organize the Team and Process
    1. 6 True Believers, Consensus Builders, and Odd Ducks
    2. 7 Fire Up the Engines
    3. 8 Parameters and Process
  12. Step 4: Land on the Big Idea
    1. 9 What Are You Selling?
    2. 10 What Are You Looking For?
    3. 11 The Competitive Landscape
    4. 12 Coming Up with the Big Idea
    5. 13 Give Every Idea a Chance to Live
    6. 14 Sifting and Winnowing
  13. Step 5: Build Momentum for the Idea
    1. 15 Determine the Dimensions of the Idea
    2. 16 Research
    3. 17 Due Diligence
    4. 18 Budgets
    5. 19 Management Buy-In
  14. Step 6: Develop the Plan
    1. 20 What Should the Plan Look Like?
    2. 21 Sell the Plan
    3. 22 Who Ya Gonna Call?
  15. Step 7: The Launch
    1. 23 Let’s Do Launch
    2. 24 Implement a Readable Test
    3. 25 Read, Roll, or Kill
    4. 26 Celebrate!
    5. 27 The End—And the Beginning
  16. Index
  17. About the Authors