Breakthrough Zone Harnessing Consumer Creativity for Business Innovation
Auteurs : Langmaid Roy, Andrews Mac
Provides the tools and techniques to enable you to get closer to your customers - a step-by-step guide shows you how to implement the 'Breakthrough Zone' process
Explores why this type of communication is so much more effective than focus groups or traditional database-driven approaches to engaging in customer dialogue
Previous innovations generated in the Breakthrough Zone include BA's 'Beds for Business', BT's 'It's Good to Talk' and new market strategies for VISA and Dell
Chapter 1. On Innovation and How to Use this Book.
Chapter 2. Building Your Case.
Chapter 3. Resourcing the Breakthrough Zone.
Chapter 4. How to Facilitate a Breakthrough Zone Event.
Chapter 5. Training the Breakthrough Team.
Chapter 6. The Breakthrough Zone.
Chapter 7. The Insight Workshop.
Chapter 8. Dealing With Cultural Resistance.
Chapter 9. Winning the Power to Keep Moving.
Chapter 10. Beginning the Mission.
Chapter 11. Internal Consultations and Final Design.
Chapter 12. Prototypes and Customer Experience Testing.
Chapter 13. The Mission Plan.
Chapter 14. Communication Strategy.
Chapter 15. Implementation and Review.
Bibliography.
Index.
Mac, co-founder of the Institute for Creativity, UK, is a highly experienced specialist in creativity, insight and learning and their applications inside businesses large and small. He now operates with The Brand Works Ltd using customer insight to grow and develop brands, their products, services and cultures — he can be contacted by email at mac.andrews@thebrandworks.com
Roy is the originator of the Breakthrough method. He works for Promise, a consultancy based in London and New York, which specialises in helping organisations to keep their customers at the centre of their thinking. He may be contacted at rlangmaid@promisecorp.com
Date de parution : 12-2003
Ouvrage de 256 p.
19.5x25.5 cm
Thème de Breakthrough Zone :
Mots-clés :
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