Innovation: Myths and Mythstakes (Mistakes) | by Tim Coffey, Dave Siegel and Mark Smith | 2009 | ISBN: 9780980174571. The ROI on Innovation. Secret of How to Be Creative. THE DISRUPTIVE INNOVATION. A CULTURE FOR CONTINUOUS INNOVATION. Brainstorming Techniques for Creativity

January 9, 2010 by kutenk
Filed under: Business Books 

Innovation: Myths and Mythstakes (Mistakes)

by Tim Coffey, Dave Siegel and Mark Smith
2009 (264 pages)
ISBN:9780980174571

Helping you acquire valuable insights into your consumer, this valuable book will enable you understand the roadblocks and challenges of innovation, and how to avoid them while keeping your innovation efforts, and your business or career on track.

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Innovation—Myths and Mythstakes (Mistakes)







The Afterword—Formerly, The Foreword
OVERVIEW
ABOUT THIS BOOK




The Situation—Why All the Commotion?
OVERVIEW
WHAT DID THE TESTS REVEAL?
WHAT EXACTLY IS THIS THING CALLED “INNOVATION?”
SO WHAT’S THE PROBLEM?
WHERE DO WE GO FROM HERE?
THE PLEDGE OF INNOVATION:

Myth #1 – 80 Percent of All New Products Fail!
OVERVIEW
WILL THE AUTHOR OF 80 PERCENT PLEASE STAND UP
WHAT DO WE MEAN BY “FAILURE?”

Myth #2 – The ROI on Innovation Is Terrible
MAXIMIZE RETURNS
MINIMIZE THE INVESTMENT
WHAT’S UP PARTNER? SAVING MONEY!
WHEN WILL DILIGENCE GET ITS DUE?

Myth #3 – Don’t Bother Unless It’s Perfect
Myth #4 – When It Comes to investment in R&D, Size Matters!
Myth #5 – The Best Innovations Come From Following Trends
OVERVIEW
THE END OF TREND?
TRANSCENDING THE TREND

Myth #6 – To Successfully Innovate, You Must Deeply Understand and Listen to the Consumer—A.K.A. The Consumer is King
OVERVIEW
FUTURECASTING OPPORTUNITIES FOR INNOVATION
FUTURECASTER MAPPING

Myth #7 – There Is A Secret of How to Be Creative
JIMMY GERARDI, MASTER CHEF, FWMCS, CMC
NATURE AND CONCEPT CARS BY KRISTINA DRYZA
MATT FISCHER, CHIEF CREATIVE OFFICER
DUNCAN BILLINGS, VP, CHIEF DEVELOPMENT OFFICER, HASBRO INC.
IN SUMMARY

Myth #8 – When Looking for Insights, Focus Groups Are Best Staffed by “Fresh” Consumers
Myth #9 – Only “Right-Brainers” Are Creative
OVERVIEW
TWO RIGHTS DON’T MAKE A BRAIN
RIGHT, YOU ARE



Myth #10 – Brainstorming Works!
OVERVIEW
WHY BRAINSTORMING IS MOSTLY A DRIZZLE
IT’S NOT WHETHER YOU WIN OR LOSE (ACTUALLY, IT KINDA IS)
ENTER BRAINGAMING
LET THE GAMES BEGIN
NOW BRING ON THE FUN!
EVERYBODY DANCE NOW
CHECK YOUR JUDGMENT, NOT YOUR BRAIN, AT THE DOOR
HYPNOIMAGING
CLOSING CEREMONY

Myth #11 – Crowdsourcing Delivers Great Ideas on the Cheap
Myth #12 – There Is No Such Thing As a Bad Idea
OVERVIEW
DETERMINE OBJECTIVES
THE ROAD TO ABILENE

Myth #13 – Great Ideas Will Make You Rich!
Myth #14 – A Great Idea Speaks for Itself
YOUR BRAIN: FILTERED OR NON-FILTERED
INSIDE THE ORGANIZATION
THE BATTLE BETWEEN ENTREPRENEARS AND MOVEARS/SHAKEARS
TESTING: WHAT A CONCEPT!
THIS LITTLE PRODUCT WENT TO MARKET




Myth #15 – It Is More Important to be Liked than to be Unique
OVERVIEW
CORPORATE BRANDS
THE BIGGEST IMPLICATION OF GROWING STORE BRANDS

Myth #16 – Build A Better Mousetrap and the World Will Beat a Path to Your Door!
OVERVIEW
THE TANGLED WEB WE WEAVE
LET MARKETING OPEN THE DOOR TO YOUR HEART
MARKETING CAN BE MORE IMPORTANT THAN THE PRODUCT!
WHO SAYS FIRST IS BETTER THAN SECOND?
WHEN BETTER IS NOT BETTER!

Myth #17 – There’s No Such Thing as Too Much Innovation
Myth #18 – Concept Testing Is a Great Way to Minimize Risk
OVERVIEW
OVER-PROMISING
BEWARE THE DISRUPTIVE INNOVATION—CONFUSING THE CONSUMER
A PICTURE IS WORTH A THOUSAND WORDS
BEWARE THE STATUS QUO
OTHER CHALLENGES
RULES OF ENGAGEMENT
REALITY: WHAT A CONCEPT!



Myth #19 – Facts Convince People to Buy
Myth #20 – Bases Testing Will Show the Way
Myth #21 – It’s Not Worth Doing If It’s Not Inented Here!
Myth #22 – R&D Should Lead the Way
Myth #23 – You Don’t Need a “Process” to Innovate
OVERVIEW
ESTABLISHING A PROCESS
OUR PROPOSED METHOD: THE LAUNCHING PAD
IN SUMMARY

Myth #24 – Stick With the Plan, No Matter What! (Case Study)
Myth #25 – Innovation Meaning Never Looking Back (Case Study)
Myth #26 – You Have to Please Your Audience (Case Study)
OVERVIEW
GAMING MAKES STRANGE BEDFELLOWS

Myth #27 – We’ll Innovate When We Need to
OVERVIEW
SETTING UP A CULTURE FOR CONTINUOUS INNOVATION
MANAGING THE PIPELINE

References
Innovator’s Guide to the Myths



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