{"product_id":"9780470643594","title":"Brand New Solving the Innovation Paradox -- How Great Brands Invent and Launch New Products, Services, and Business Models","description":"\u003ch1\u003eBrand New\u003c\/h1\u003e\u003ch2\u003eSolving the Innovation Paradox -- How Great Brands Invent and Launch New Products, Services, and Business Models\u003c\/h2\u003e\u003ch3\u003eG. Michael Maddock | Luisa C. Uriarte | Paul B. Brown\u003c\/h3\u003e\u003cdiv\u003e\u003cb\u003eBusiness \u0026amp; Economics \/ General\u003c\/b\u003e\u003c\/div\u003e\u003cbr\u003e\u003cdiv\u003e\n\u003ci\u003eBrand New’s\u003c\/i\u003e revolutionary innovation process is a \u003cb\u003eproven\u003c\/b\u003e road map you can put to work \u003ci\u003eimmediately\u003c\/i\u003e to create successful new products, services, and business models. Written by leading innovation practitioners, and the coauthor of the bestseller \u003ci\u003eCustomers for Life\u003c\/i\u003e, the authors of this tightly focused, highly entertaining book have nailed the issue perfectly when it comes to successfully introducing anything new. \u003cp\u003eResearch shows people like new products and services. Indeed  they go out of their way to try to find them. Yet companies are truly terrible at providing new products and services that meet these customers’ needs.\u003c\/p\u003e \u003cp\u003eWhy are companies so bad at giving customers what they want? Because they lack a simple proven process that makes sure innovation occurs efficiently time after time.\u003c\/p\u003e \u003cp\u003eNo one knows this better than Mike Maddock and his team at Maddock Douglas, the Agency of Innovation,™ which has worked closely with more than a quarter of \u003ci\u003eFortune 100\u003c\/i\u003e.\u003c\/p\u003e \u003cp\u003eTo solve the innovation paradox, Maddock explains the process his team has used to help the world’s best companies and shows you  how to\u003c\/p\u003e \u003cul\u003e \u003cli\u003eFind needs and opportunity in the marketplace\u003c\/li\u003e \u003cli\u003eCome up with significant market insights\u003c\/li\u003e \u003cli\u003eCreate compelling communication (using the actual words your customers use) to convince people to try your new creation\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eWhat has worked for some of the world’s most successful companies, when it comes to innovation, will work for you. Start putting the lessons of \u003ci\u003eBrand New\u003c\/i\u003e to work for you…before the competition does.\u003c\/p\u003e\n\u003c\/div\u003e\u003cdiv\u003e   \u003cp\u003e\u003cb\u003eG. MICHAEL MADDOCK\u003c\/b\u003e is the founding partner and Chairman of Maddock Douglas (www.maddockdouglas.com) a ninety-person consulting firm whose mission is to conceptualize, design, build, and launch new products and brands that have a high probability of success. Their clients include Allstate, Cargill, ESPN, Hess, International Paper, Johnson \u0026amp; Johnson, Mohegan Sun, Procter \u0026amp; Gamble, Schering-Plough, and Unilever. Maddock, a frequent speaker at marketing and innovation conferences worldwide, is also coauthor of the \"Innovation Engine\" column on BusinessWeek.com. \u003c\/p\u003e\n\u003cp\u003e\u003cb\u003eLUISA C. URIARTE\u003c\/b\u003e is partner and Executive Vice President of Maddock Douglas where she oversees the insights and research functions for the firm. Luisa has more than twenty years of experience in managing research and marketing consulting projects of international scope. \u003c\/p\u003e\n\u003cp\u003e\u003cb\u003ePAUL B. BROWN\u003c\/b\u003e is a longtime contributor to the \u003ci\u003eNew York Times\u003c\/i\u003e. A former editor and writer for \u003ci\u003eBusinessWeek\u003c\/i\u003e, \u003ci\u003eForbes\u003c\/i\u003e, and \u003ci\u003eInc.,\u003c\/i\u003e Brown is the author or coauthor of numerous bestsellers, including \u003ci\u003eCustomers for Life\u003c\/i\u003e, written with Carl Sewell, which has sold more than 1 million copies worldwide. \u003c\/p\u003e\n\u003c\/div\u003e\u003cbr\u003e\u003ctable\u003e\n\u003ctr\u003e\n\u003ctd\u003ePublication Date: \u003c\/td\u003e\n\u003ctd\u003e03 May 2011\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003ePublisher: \u003c\/td\u003e\n\u003ctd\u003eWiley\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eImprint: \u003c\/td\u003e\n\u003ctd\u003eWiley\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eISBN-13: \u003c\/td\u003e\n\u003ctd\u003e9780470643594\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eFormat: \u003c\/td\u003e\n\u003ctd\u003eHardback\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003ePage Count: \u003c\/td\u003e\n\u003ctd\u003e240\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eWeight (oz): \u003c\/td\u003e\n\u003ctd\u003e12.96\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003c\/table\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":44379751907468,"sku":"9780470643594","price":29.7,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0710\/9545\/1788\/files\/9780470643594_f809209f-d02e-477d-ba1c-512f1f6f8e93.jpg?v=1780163495","url":"https:\/\/lateknightbooks.com\/products\/9780470643594","provider":"Late Knight Books and Services, LLC","version":"1.0","type":"link"}