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9781402210327

Lightning in a Bottle

by
  • ISBN13:

    9781402210327

  • ISBN10:

    1402210329

  • Edition: 1st
  • Format: Paperback
  • Copyright: 2007-12-01
  • Publisher: Sourcebooks Inc
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Summary

"You will never look at 'new ideas'the same way again." -H. Wayne Huizenga, founder and former chairman and CEO of Blockbuster Inc. "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., which includes NetZero, Juno, Classmates and MyPoints.com brands David Minter and Michael Reid know innovation. For more than 25 years, they have contributed to the growth of such companies as Blockbuster, Dole, Viacom, Sony and Einstein Bagels. 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 products In the tradition of Execution and Good to Great, Lightning in a Bottle is the new must-have guide for business leaders.

Supplemental Materials

What is included with this book?

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The Used, Rental and eBook copies of this book are not guaranteed to include any supplemental materials. Typically, only the book itself is included. This is true even if the title states it includes any access cards, study guides, lab manuals, CDs, etc.

Excerpts

This book is about creating and developing ideas that will <br>drive your business.<br><br>Ideas that drive a business are the "lightning in a bottle." It is exciting to be part of the process that comes up with new ideas for products and services, and to execute them successfully. It is thrilling to make an impact with an idea you created. It is the most fun part of business. Nothing else compares.<br><br>This book talks about three kinds of ideas that are the heart of business growth:<br><br>--Ideas for new products<br>--New services<br>--Ideas for new marketing programs<br><br>These three fuel American business. Without them, business stagnates and eventually dies. There is nothing as powerful as an idea whose time has come. Consider Blockbuster Video. The advent of the VCR in the early eighties gave birth to a new way of watching movies at home. American households couldn't rent movies fast enough. And Blockbuster couldn't open up stores fast enough-even at the torrid pace of a new store every seventeen hours. When you've got an idea that's working, it is electrifying.<br><br>

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