How to Kill a Unicorn: ...and Build Bold Ideas that Make It to Market, Transform Industries and Deliver Growth

Description

It's cool. But so what? This is the billion-dollar question that leading companies such as Samsung, Starbucks and American Express ask Fahrenheit 212 to answer for them whenever they develop new technologies. Many companies are good at acquiring new product prototypes but bad at working out what they would do when they arrived at the front door. Many just give up, lacking the 'How' to go with the 'Wow'. Using a unique two-sided approach to innovation involving both the Money and the Magic and in the process turning traditional orthodoxies about brainstorming on their head, Mark Payne reveals how to explore every potential idea with the end goal in mind-bringing an innovative product to market in a way that will transform a company's business and growth.

As the co-founder, President and Head of Idea Development of Fahrenheit 212, Mark Payne draws on his twenty plus years of experience in the creation of new products, new brands and new businesses. Among the great companies he's had the pleasure to work with are Procter & Gamble, Nestle, Samsung, Coca-Cola, Toyota, Best Buy, Lowe's, Campbell's Soup, Citibank and Starbucks. He is a regular contributor to Business Insider and Portfolio.com, writing on the topics of innovation strategy and practice.

[A] very readable and insightful book. Payne presents a good selection of models and tools, along with some well-chosen case studies that will help innovators. - The Irish Times A superb new analysis of 21st-century innovation. Mark Payne is able to take us on a journey that might mean you could collect the pot of gold at the end of the rainbow. - E&T Magazine Embraces the beauty of the tension between 'money' and 'magic' in order to have bold ideas that make it from the Post-it note to the street to the balance sheet. - Nesta - the UK's innovation foundation Certainly provides food for thought. Focusing on ideas that have a chance of becoming real is more important than ever. Payne s volume makes pertinent reading. - Professional Engineering Innovation expert Mark Payne presents new, real and valuable ideas about creativity. Anyone who is innovating should read Payne's manual and pay attention to his multilevel, practical and useable 'Money & Magic' model. - getAbstract This book is about ensuring that your initiatives and your vision come to life. If you consider yourself an innovator, you ll draw a massive amount of inspiration from How to Kill a Unicorn. - NZ Business Praise for Fahrenheit 212 The World's Hottest Innovation Factory: The epicentre of innovation - Esquire A white-hot idea factory - Business Week