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Monetizing Innovation

How Smart Companies Design the Product Around the Price
Sprecher: Darren Stephens
Spieldauer: 7 Std. und 29 Min.
4.5 out of 5 stars (13 Bewertungen)

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Surprising rules for successful monetization 

Innovation is the most important driver of growth. Today, more than ever, companies need to innovate to survive. But successful innovation - measured in dollars and cents - is a very hard target to hit. Companies obsess over being creative and innovative, and spend significant time and expense in designing and building products, yet struggle to monetize them: 72% of innovations fail to meet their financial targets - or fail entirely. Many companies have come to accept that a high failure rate, and the billions of dollars lost annually, is just the cost of doing business. 

Monetizing Innovation argues that this is tragic, wasteful, and wrong. 

Radically improving the odds that your innovation will succeed is just a matter of removing the guesswork. That happens when you put customer demand and willingness to pay in the driver seat - when you design the product around the price. It's a new paradigm, and that opens the door to true game change: You can stop hoping to monetize, and start knowing that you will. 

The authors at Simon Kucher know what they're talking about. As the world's premier pricing and monetization consulting services company, with 800 professionals in 30 cities around the globe, they have helped clients ranging from massive pharmaceuticals to fast-growing startups find success. In Monetizing Innovation, they distil the lessons of 30 years and over 10,000 projects into a practical, nine-step approach. Whether you are a CEO, executive leadership, or part of the team responsible for innovation and new product development, this book is for you, with special sections and checklist-driven summaries to make monetizing innovation part of your company's DNA. Illustrative case studies show how some of the world's best innovative companies like LinkedIn, Uber, Porsche, Optimizely, Draeger, Swarovski, and big pharmaceutical companies have used principles outlined in this book. 

A direct challenge to the status quo "spray and pray" style of innovation, Monetizing Innovation presents a practical approach that can be adopted by any organization, in any industry. Most monetizing innovation failure point home. Now more than ever, companies must rethink the practices that have lost countless billions of dollars. Monetizing Innovation presents a new way forward, and a clear promise: Go from hope to certainty.

PLEASE NOTE: When you purchase this title, the accompanying PDF will be available in your Audible Library along with the audio.

©2016 Simon-Kucher & Partners Strategy and Marketing Consultants, LLC. (P)2016 Audible, Inc.

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Must read for anyone with a focus on Business

The book explains value creation and how organizations can maximize value from Innovations.

In today's world, where change remains the only constant, organizations are forced to address change like never before. This book helps convert this challenge to an opportunity. It gives a concise summary of over 30+ years of industry practice and research in areas of Innovation Management, Change Management, and Value creation.

If you are an innovator looking to bring a new product to market. Or and entrepreneur trying to push the barriers in a fragmented market, do read this book before you start your journey into the new. It will for sure be worth your time and give you a new perspective on how to approach the challenge.