How To Kill A Unicorn: And Build The Bold Ideas That Make It To Market, Drive Growth And Transform Industries

How To Kill A Unicorn: And Build The Bold Ideas That Make It To Market, Drive Growth And Transform Industries

Author: Mark Payne

Pages: 296

Category: Marketing

E-book file-sizes: 3.55 - 12.21 Mb

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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. In HOW TO KILL A UNICORN, Mark Payne pulls back the curtain on how the company is able to bring more innovative products and ideas successfully to market than any other firm and offers blow by blow inside accounts of how they grapple with and solved their biggest challenges.

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