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

by Minter, David

• ISBN13: 9781402207341
• ISBN10: 1402207344
• Edition: 1st
• Format: Hardcover
• Copyright: 2006-10-20
• Publisher: Sourcebooks Inc

Summary

""You will never look at 'new ideas' the same way again." -H. Wayne Huizenga, founder and former chairman and CEO of Blockbuster Inc.David Minter and Michael Reid know innovation. For more than 25 years, they have contributed to the growth of such companies as Dole, Viacom, Sony and Einstein Bagels. Recently, they helped develop Blockbuster's groundbreaking "No Late Fees" campaign.Lightning in a Bottle presents Minter and Reid's simple seven-step system for creating ideas that work-one that improves new-product success rates from the standard one in 10 to one in two or better. Lightning in a Bottle also explains the top 10 reasons ideas fail, plus the dirty secrets of the research world, such as: Why focus groups don't work for new products How market segmentation is often a sham Why brainstorming in not effective in creating great new productsIn the tradition of Execution and Good to Great, Lightning in a Bottle is the new must-have guide for business leaders."

Table of Contents

Preface	vii
1. Lightning in a Bottle	1	(4)
2. A Blockbuster (Video) Idea	5	(14)
3. The Problems with How New Products Are Developed Today	19	(14)
4. The Upside-Down Pyramid—Or How Ideas Are Developed in Corporate America	33	(18)
5. Why Nine Out of Ten New Products Fail	51	(12)
6. How a Good Idea Can Go Bad: The Battle of the Bagel	63	(6)
7. Top Ten Reasons Ideas Fail	69	(16)
8. Less Is More	85	(10)
9. Market Segmentation and Aggregation	95	(12)
10. The Creative Genius of Ted Turner and Rupert Murdoch	107	(14)
11. Idea Engineering: Seven Steps	121	(20)
12. Idea Engineering: Let's Start a Record Label	141	(20)
13. Bedrock: It's More Than Fred & Wilma's Hometown	161	(14)
14. What Interviews with Thousands of Consumers Taught Us	175	(16)
15. Don't Wait for a Miracle	191	(8)
About the Authors	199	(4)
Index	203