Breakthrough Zone Harnessing Consumer Creativity for Business Innovation 1st Edition by Roy Langmaid, Mac Andrews ISBN 9780470855928 0470855924

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Product details: 

ISBN 10:  0470855924

ISBN 13: 9780470855928

Author: Roy Langmaid, Mac Andrews

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

Table of contents: 

Chapter 1 Introduce
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 Zone
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

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Tags: Roy Langmaid, Mac Andrews, Breakthrough Zone, Harnessing Consumer, Business Innovation