Breakthrough!: A 7-step System for Developing Unexpected and Profitable Ideas

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AMACOM Div American Mgmt Assn, 2011 - Business & Economics - 215 pages
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We all know the tale of Sir Isaac Newton sitting under a tree and supposedly getting hit on the head with a falling apple... consequently coming up with the revolutionary concept of gravity. Most of us think of groundbreaking business ideas in the same way: a matter of happy inspiration over which we have no real control. But it's time to stop thinking like that, and start taking control....

Written by marketing experts Paul Kurnit and Steve Lance--who've been on the ground floor of some of today's most astounding big-idea successes--Breakthrough! reveals that there are actually systematic initiatives you and your company can implement to create, nurture, and develop unique and powerful ideas. These are the kinds of ideas that drive profitable new processes, products, and services that capture the public's imagination and dramatically grow businesses.

Consider some famous cases of out-of-the-box thinking that turned conventional wisdom on its head, and transformed what people imagined was even possible:

- Everyone said "Dolls are for girls," until Hasbro realized a whole new world of play with macho, military-inspired "action figures"--a toy called GI JOE.

- E*TRADE was a backroom processing application until their chairman realized the digital revolution meant the company could go directly to consumers and create a new industry called "online trading."

- Everyone assumed baking soda began and ended with one spoonful at a time for baking. And then ARM & HAMMER busted that paradigm and suggested using an entire box to freshen the fridge...along with a hundred other new uses.

A winning idea can revolutionize a business! (Or at least dramatically improve a bottom line.) And Breakthrough! lays out for you an easy-to-follow, step-by-step process for big-idea development, refinement, targeting, marketing, and marketplace execution. Packed with entertaining explanations of the practical procedures that can lead you to breakout hits, Breakthrough! gives you the inspiration and guidance you need to leverage this idea methodology; encourage free-thinking; nurture good ideas; and bring revolutionary, revenue-generating new concepts to market.

In seven simple steps you'll discover the best practices you need to put in place to arrive at and launch new ideas that can become cultural and business phenomena. Filled with fascinating and illuminating examples, including Swiffer, Southwest Airlines, and Home Depot - plus a whole lot more - Breakthrough! supplies you with the techniques and procedures wildly successful companies use to consistently arrive at and launch the kind of industry-changing ideas that make consumers sit up and take notice.

Paul Kurnit is a well-known marketing expert and marketing professor at Pace University whose achievements at agencies such as Benton and Bowles, Ogilvy, and DDB's Griffin Bacal include campaigns for Crest, American Express, and Transformers.

Steve Lance is a thirty-year veteran of advertising and marketing and an award-winning copy---writer and creative director. He is coauthor of The Little Blue Book of Advertising.

Together, Paul and Steve are the authors of The Little Blue Book of Marketing.

 

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Contents

Whats a Big Idea?
1
Put an End to Business as Usual
9
Get Business BuyIn
39
Organize the Team and Process
59
Land on the Big Idea
83
Build Momentum for the Idea
135
Develop the Plan
163
The Launch
179
Index
205
About the Authors
213
Copyright

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About the author (2011)

PAUL KURNIT is a well-known marketing expert and marketing professor at Pace University whose achievements at agencies such as Benton and Bowles, Ogilvy and DDB’s Griffin Bacal include campaigns for Crest, American Express, and Transformers. STEVE LANCE is a thirty-year veteran of advertising and marketing and an award-winning copywriter and creative director. He is coauthor of The Little Blue Book of Advertising. Together, they are the authors of The Little Blue Book of Marketing.

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