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Brand New’s revolutionary innovation process is aproven road map you can put to work immediately tocreate successful new products, services, and business models.Written by leading innovation practitioners, and the coauthor ofthe bestseller Customers for Life, the authors of thistightly focused, highly entertaining book have nailed the issueperfectly when it comes to successfully introducing anything new. Research shows people like new products and services.Indeed they go out of their way to try to find them. Yetcompanies are truly terrible at providing new products and servicesthat meet these customers’ needs.
Why are companies so bad at giving customers what they want?Because they lack a simple proven process that makes sureinnovation occurs efficiently time after time.
No one knows this better than Mike Maddock and his team atMaddock Douglas, the Agency of Innovation,™ which has workedclosely with more than a quarter of Fortune 100.
To solve the innovation paradox, Maddock explains the processhis team has used to help the world’s best companies andshows you how to
Find needs and opportunity in the marketplace
Come up with significant market insights
Create compelling communication (using the actual words yourcustomers use) to convince people to try your new creation
What has worked for some of the world’s most successfulcompanies, when it comes to innovation, will work for you. Startputting the lessons of Brand New to work foryou…before the competition does.