Breakthrough Zone: Harnessing Consumer Creativity for Business Innovation
BREAKTHROUGH ZONE …\ is not a gimmick…\ it is not a fad…\ it is grounded in sound theory but is highly readable …\ BREAKTHROUGH ZONE is the new and novel way to engender innovation within an organization. \ "People become receptive when they experience new meaning and break through personally, and then translate that breakthrough into commercial innovation. This book shows how to do this, and have fun doing it."\ —Adrian Hosford, BT Group Social Policy\ "I was enlightened with a...
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A breakthrough is a discontinuous change that makes new things possible and takes performance in a market to a new level. This book is about creating breakthroughs in large organizations where so much energy is often committed to existing activity. Drawing on their wide experience of working with top companies including British Airways, BUPA, and Carphone Warehouse, Ray Langmaid and Mac Andrews argue that it is customers themselves who are best-placed to conceive great new products and services, but that they will need time and trust to work out how these might best be created. Traditional ways of talking to customers such as focus groups lack honesty and place perceptual barriers - what is needed is a new approach that is open, honest and ongoing. The solution is the Breakthrough Zone, a creative meeting of customer and executives in which desires are unlocked and needs identified. Versatile enough to be used with groups of any size, this process is built on personal relationships, and proven to generate really innovative ideas for brand extensions and product development. 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
ForewordCh. 1On Innovation and How to Use This Book1Ch. 2Building Your Case7Ch. 3Resourching the Breakthrough Zone16Ch. 4How to Facilitate a Breakthrough Zone Event33Ch. 5Training the Breakthrough Team59Ch. 6The Breakthrough Zone103Ch. 7The Insight Zone143Ch. 8Dealing with Cultural Resistance163Ch. 9Winning the Power to Keep Moving179Ch. 10Beginning the Mission189Ch. 11Internal Consultations and Final Design198Ch. 12Prototypes and Customer Experience Testing205Ch. 13The Mission Plan210Ch. 14Communication Strategy221Ch. 15Implementation and Review229Bibliography233Index235
