Return on Ideas

Innovation is the growth engine of our age, quoted by CEOs the world over as the route to success in the marketplace. but the process of innovation is taking longer and costing more than ever before... Return on Ideas is a practical guide to getting more ban for your buck from your innovation process. The book reveals why the innovation funnel, the preferred methodology in large branded companies, is in fact stifling new ideas. A new methodology, Rocketing, is laid out that shows how business managers can get more from all the resources and effort they put into generating innovation. It is illustrated in the practical brand gym style with examples from companies like Vodafone, unilever, P&G, Apple, Yo! Sushi, American Express, Danone, Ben & Jerry's and others. Without extolling you to become a business rebel, it will show you how to get more, higher quality ideas, for less. 'This book is a brilliant reminder that innovation comes from a mix of romance and common sense, stirred up with a good deal of positive energy from the product itself. Too many risky or badly thought through ideas end up being launched and David Nichols gives pragmatic approaches to increasing your chances of success. It's fresh, amusing and lays out the kind of innovation process I would prefer to follow any day.' - Matt Adams, Global Marketing Manager, Pernod Ricard Wines 'Innovation is at the top of so many brands' agendas, but success rates suggest that there's plenty of room for improvement. David Nichols has written a thought provoking and practical book on how to get more out of innovation. It's pragmatic style and frequent examples make it something that I would encourage marketers to have with them to dip into for inspiration whenever they are undertaking an innovation project.' - David Wheldon, Global Director of Marketing, Vodafone 'The innovation funnel has become the standard "best practice" tool for innovation today, so why are there so few real breakthroughs? David Nichols provides some answers with practical solutions in this easy to use book to help you release your organisation's true innovation capability to grow.' - Alan Martin, Chief Marketing Officer, Fayrouz International