Rivkin and Seitel take readers into a dynamic a place where innovation is born from existing ideas transformed and manipulated in inventive ways to produce new products and business solutions. Examples of methods outlined include: · What could you substitute in the approach, materials, ingredients or appearance? This is the premise behind how Shakespeare’s Romeo Juilet became West Side Story. · What can you combine with an existing idea? That’s why Band-Aids now come with antibiotic ointment on the pad. · What can you adapt? Sony reexamined the Walkman and came up with the Watchman TV and the Discman CD. · What can you magnify or minimize? McDonalds and Pizza Hut are shrinking their outlets to adapt to the cramped spaces in airport terminals. · How can you put a product to other uses? Arm Hammer transformed baking soda into a refrigerator staple, a deodorant, and a toothpaste ingredient. · What can you eliminate? Saturn decided to do without pushy salespersons, capitalizing on peoples’ fear of buying a car.
Book Details:
- Author: Steve Rivkin
- ISBN: 9780470192177
- Year Published: 2002
- Pages: 240
- BISAC: BUS043000, BUSINESS & ECONOMICS/Marketing / General
About the Book and Topic:
Rivkin and Seitel take readers into a dynamic a place where innovation is born from existing ideas transformed and manipulated in inventive ways to produce new products and business solutions. Examples of methods outlined include: · What could you substitute in the approach, materials, ingredients or appearance? This is the premise behind how Shakespeare’s Romeo Juilet became West Side Story. · What can you combine with an existing idea? That’s why Band-Aids now come with antibiotic ointment on the pad. · What can you adapt? Sony reexamined the Walkman and came up with the Watchman TV and the Discman CD. · What can you magnify or minimize? McDonalds and Pizza Hut are shrinking their outlets to adapt to the cramped spaces in airport terminals. · How can you put a product to other uses? Arm Hammer transformed baking soda into a refrigerator staple, a deodorant, and a toothpaste ingredient. · What can you eliminate? Saturn decided to do without pushy salespersons, capitalizing on peoples’ fear of buying a car.
Innovation is crucial for companies that want to succeed today. Rivkin and Seitel offer an easy to understand method for creating new ideas, new product development, new service development, new marketing creativity and more.
Demystifies the creation of great new innovations and offers readers a way to look at their company’s existing products and services in order to transform them into new ideas. * Helps readers answer the questions: What could you substitute in the approach, materials, ingredients, or appearance? What can you combine with an existing idea? What can you adapt? What can you magnify or minimize? How can you put a product to other uses? What can you eliminate? * Written by two well-known authors in marketing and public relations.
About the Author
STEVE RIVKIN, former executive vice president of Trout & Ries, Inc., founded his own marketing consultancy in 1989. His clients include Kraft Foods, Johnson & Johnson, and Tiffany & Co. He is the coauthor with Jack Trout of three books on marketing strategy: Differentiate or Die (Wiley), The Power of Simplicity, and The New Positioning. FRASER SEITEL has been a communications counselor, lecturer, TV commentator, and teacher for thirty years and is a prominent public relations author. His book, The Practice of Public Relations, is the world?s number one textbook, used by more than 300,000 students at 200 colleges and universities. In 2000, PRWeek named Seitel “one of the 100 most distinguished public relations professionals of the century.” Contact the authors at www.IdeaWiseGuys.com