Something Really New: Three Simple Steps to Creating Truly Innovative Products

Something Really New: Three Simple Steps to Creating Truly Innovative Products

Something Really New: Three Simple Steps to Creating Truly Innovative Products

Something Really New: Three Simple Steps to Creating Truly Innovative Products

Synopsis


CEO Refresher The Best Books of 2007

Product innovation is the key to business growth. But many books deal with innovation from the business process view alone, or confuse innovation with creativity. Written by an innovation expert whose products generate more than one billion dollars in annual revenue, Something Really New introduces a straightforward but powerful framework for creating exciting new product and service concepts... simply by asking three essential questions.

From an electronic hotel kiosk that provides return airline boarding passes for guests, to something as mundane as the evolution of the toaster, the book provides entertaining, illuminating examples that show how to determine what customer needs aren't being met, using simple methods to arrive at revolutionary conclusions. For example, "What is a product reallyused for?" The question may seem elementary, but the right answer is far from obvious. This and other key questions demonstrate how readers can move beyond mere market research to get to the root of real innovation. Practical and eye-opening, this book shows companies how to take the kind of startling leaps that will leave their competition in the dust.

Excerpt

Every innovation has a special moment. there comes a brief flash when you recognize that you have crossed some barrier, gained some significant new insight, or developed some new paradigm. This story involves one of those moments, and it sets the stage for much of what is to follow in this book.

In the late 1980s, I was part of a group of government officials and judges from the United States who had been asked to spend several days in discussions with policy officials from the italian judiciary in Rome. it was at a time when there had been several terrorist attacks in italy, and I have vivid recollections of being picked up at the airport and driven to my hotel in what amounted to an armored car, and . . .

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