Book Review Innovation The 5 Disciplines for Creating What Customers Want
Book Review Innovation The 5 Disciplines for Creating What Customers Want
The book details their five disciplines and provides supporting stories. The authors claim that the chance that you'll succeed is directly proportional to using all five disciplines simultaneously. Failing to address one of them will doom you to failure.
1. Important Needs. Your product or service must target a customer value (as opposed to a company, shareholder, employee, or public value). A customer's value = benefits - cost. You can optimize either the benefit or the cost to achieve high value. Likewise, you can compare values using the formula: Value Factor = benefits / cost.
2. Value Creation. You need a value proposition. The value proposition is the core of your "elevator speech". (NABC = needs + approach + benefits + competition) that addresses:
a. What is the important customer and market need?
b. What is the unique approach for addressing this need?
c. What are the specific benefits per costs that result from this approach?
d. How are these benefits per costs superior to the competition's and the alternatives?
3. Innovation Champions. You need people who are passionate and committed. In a small business, this responsibility falls to the owner. One of the challenges in growing your company is finding employees (or partners) who share your "champion-attitude".
4. Innovation Teams. To innovate, you need collective intelligence. In a corporation, you would have the team all in-house. As a smaller business owner, you'll need to create your own ad-hoc innovation team in networking, mastermind, or friendship groups.
5. Organizational Alignment. Upper management needs to remove barriers and provide organizational support. This is the advantage of smaller businesses; the organization has a flat hierarchy and people are aware of their fellow team members.
Book Review Innovation The 5 Disciplines for Creating What Customers Want - To learn more about this author, visit Jay Hamilton-Roth's Website.
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Curtis Carlson (president/CEO of SRI International) and William Wilmot (director of the Collaboration Institute) share their system for innovating in business. While the book is written for larger corporations, their message translates to all types of businesses.
The book details their five disciplines and provides supporting stories. The authors claim that the chance that you'll succeed is directly proportional to using all five disciplines simultaneously. Failing to address one of them will doom you to failure.
1. Important Needs. Your product or service must target a customer value (as opposed to a company, shareholder, employee, or public value). A customer's value = benefits - cost. You can optimize either the benefit or the cost to achieve high value. Likewise, you can compare values using the formula: Value Factor = benefits / cost.
2. Value Creation. You need a value proposition. The value proposition is the core of your "elevator speech". (NABC = needs + approach + benefits + competition) that addresses:
a. What is the important customer and market need?
b. What is the unique approach for addressing this need?
c. What are the specific benefits per costs that result from this approach?
d. How are these benefits per costs superior to the competition's and the alternatives?
3. Innovation Champions. You need people who are passionate and committed. In a small business, this responsibility falls to the owner. One of the challenges in growing your company is finding employees (or partners) who share your "champion-attitude".
4. Innovation Teams. To innovate, you need collective intelligence. In a corporation, you would have the team all in-house. As a smaller business owner, you'll need to create your own ad-hoc innovation team in networking, mastermind, or friendship groups.
5. Organizational Alignment. Upper management needs to remove barriers and provide organizational support. This is the advantage of smaller businesses; the organization has a flat hierarchy and people are aware of their fellow team members.
Book Review Innovation The 5 Disciplines for Creating What Customers Want - To learn more about this author, visit Jay Hamilton-Roth's Website.
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David AchesonDavid Acheson is the founder of DCJA Consultancy. DCJA Consultancy is a management consultancy business specialising in B2B sales consultancy. They offer bespoke and packaged sales consultancy including Sales Optimisation Review, Interim Sales Management, Sales & Marketing Review, 1:1 Sales & Management Staff Analysis, Management Training, Solution Sales Training, Creation of New Pay Plan, KPI's, run Customer Feedback Campaigns, assist with Recruitment, Coaching, Appraisals and set up Strategic Marketing Campaigns. David spent his early career in accountancy and then moved into sales in 1982, working in Office Equipment, IT, Advertising, Training, Outsourcing and Consultancy. He has held many Senior Positions in SMBs and Global Organisations including Head of Sales Operations & Head of Business Development. His knowledge, skills and great experience of the Sales Industry has led to David making keynote speeches and running educational sessions to key businesses through organisations including The Chamber of Commerce and Business Link. - Visit David Acheson's Website |
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Leanne Hoagland-SmithAre your sales where you want them to be? Will you be one of the few who achieves sales or business success or one of the many who have failed to change? Are you tired of being told you are like everyone else? Then you may find my first book on sales of interest. Be the Red Jacket in the Sea of Gray Suits, The Keys to Unlocking Sales available at Amazon or at http://www.processspecialist.com/red-jacket.htm. This book is a reflection of my no-nonsense approach to improving sales to overall business results. If you are truly committed to making sustainable changes, then I can help you secure a positive return on your investment because I focus on executable solutions not telling you the problems you already know you have. From training to corporate (group) coaching to executive one on one coaching, my approach is to assess, create awareness, build a goal driven action plan and then execute. The bottom line question is "Not do you or your employees know it, but do you or they want to do it?" Please call for a free strategy session at 219.759.5601. - Visit Leanne Hoagland-Smith's Website |
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Dave KurlanDave Kurlan is the founder and CEO of Objective Management Group, Inc., the industry leader in sales assessments and sales force evaluations, and the CEO of David Kurlan & Associates, Inc., a consulting firm specializing in sales force development. Dave has been a top rated speaker at Inc. Magazine's Conference on Growing the Company, the Sales & Marketing Management Conference and the Gazelles Sales & Marketing Summit. He has been featured on radio and TV, including World Business Review with General Norman Schwarzkopf, in Inc. Magazine, Selling Power Magazine, Sales & Marketing Management Magazine and Incentive Magazine. He is the author of Mindless Selling and Baseline Selling – How to Become a Sales Superstar by Using What You Already Know about the Game of Baseball. He created and wrote STAR, a proprietary recruiting process for hiring great salespeople, and he writes Understanding the Sales Force, a popular business Blog and is a contributing author to The Death of 20th Century Selling and 101 Great Ways to Improve Your Life, Volume 2. - Visit Dave Kurlan's Website |
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Jay Kubassek(Jay's Full Bio: EvanCarmichael.com/jaykubassek) In five years, Canadian-born entrepreneur Jay Kubassek went from selling mufflers at a Midas franchise to revolutionizing Internet marketing with the 2004 launch of CarbonCopyPRO, a online marketing education company, now worth over $20 million with customers in over 160 countries.
As an independent film producer, his upstart film fund Aliquot Films is currently producing a films with Spike Lee and Abel Fererra (starring Ethan Hawke and Dennis Hopper.)
Jay's entrepreneurial spirit is irrepressible. He’s the owner of five companies, a professional speaker and trainer, international real estate developer/investor, extreme sport enthusiast and emerging philanthropist. Jay resides in NYC with his wife Jamie, son Milo and dog Cooper. Visit Jay's official website: www.JayKubassek.com - Visit Jay Kubassek's Website |
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Stephanie RobeyStephanie Robey is President and CoFounder of Pivot Positive, LLC - an Internet marketing business focused on helping people start work at home ventures. Previously, she was employed at The Search Agency with over 20 years experience in graphic design and 10 years experience in online marketing. She was responsible for launching the Conversion Path Optimization (CPO) unit where she and her team have conducted hundreds of optimization tests for online companies across multiple verticals. She is a successful entrepreneur having started and sold 2 companies and remains on the board of directors of the third, PhotoSpin.com Stephanie began her career in the direct marketing realm creating and producing direct mail for many of the major cable television companies and directly attributes her understanding of Internet marketing to those early offline experiences. Stephanie is a graduate of San Diego State University with a BFA in Graphic Arts and also holds an Executive MBA from the Graziadio School of Business and Management at Pepperdine University. Read Steph's Blog Meet Steph and Dave Sign up for our Free 7-Day BootCamp: Self Employed & Rich - Visit Stephanie Robey's Website |
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