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How to Kill a Unicorn

Mark Payne
€19.99
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Fahrenheit 212
Innovation Factory
Innovative Marketing
Innovative Product
Language_English
Mark Payne
Nestle
New Technologies
PA=Available
Price_€10 to €20
PS=Active
Samsung
softlaunch
Starbucks
The Wow Factor

Product details

  • ISBN 9781857886283
  • Weight: 313g
  • Dimensions: 135 x 215mm
  • Publication Date: 05 Feb 2015
  • Publisher: John Murray Press
  • Publication City/Country: GB
  • Product Form: Paperback
  • Language: English
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Description

It's cool. But so what? This is the billion-dollar question that leading companies such as Samsung, Starbucks and American Express ask Fahrenheit 212 to answer for them whenever they develop new technologies.

Many companies are good at acquiring new product prototypes but bad at working out what they would do when they arrived at the front door. Many just give up, lacking the 'How' to go with the 'Wow'. Using a unique two-sided approach to innovation involving both the Money and the Magic and in the process turning traditional orthodoxies about brainstorming on their head, Mark Payne reveals how to explore every potential idea with the end goal in mind-bringing an innovative product to market in a way that will transform a company's business and growth.
About Mark Payne
As the co-founder, President and Head of Idea Development of Fahrenheit 212, Mark Payne draws on his twenty plus years of experience in the creation of new products, new brands and new businesses. Among the great companies he's had the pleasure to work with are Procter & Gamble, Nestle, Samsung, Coca-Cola, Toyota, Best Buy, Lowe's, Campbell's Soup, Citibank and Starbucks. He is a regular contributor to Business Insider and Portfolio.com, writing on the topics of innovation strategy and practice.

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