{"product_id":"9781118095942","title":"Brand New: Solving the Innovation Paradox -- How Great Brands Invent and Launch New Products, Services, and Business Models","description":"\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\u003e Find needs and opportunity in the marketplace \u003c\/li\u003e \u003cli\u003e Come up with significant market insights \u003c\/li\u003e \u003cli\u003e Create 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","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47118425817328,"sku":"9781118095942","price":33.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0737\/7593\/9824\/files\/9781118095942_p0.jpg?v=1763692968","url":"https:\/\/shop-qa.barnesandnoble.com\/products\/9781118095942","provider":"Barnes \u0026 Noble (DEV)","version":"1.0","type":"link"}