Brand New: Solving the Innovation Paradox -- How Great Brands Invent and Launch New Products, Services, and Business Models by Brown Paul B. & Maddock G. Michael & Uriarte Luisa C

Author:Brown, Paul B. & Maddock, G. Michael & Uriarte, Luisa C. [Brown, Paul B.]
Language: eng
Format: mobi
Publisher: Wiley
Published: 2011-03-22T16:00:00+00:00

1. You and your creative team have to be there with the mom in the mall when she is interviewed about the concerns your product could eliminate. Yes, of course, you could imagine what she is saying/feeling. But if you do, you lose the emotions behind the words, and when you create the communication, you are creating it once (or more) removed from what she is actually saying.

2. Being at the party is better than “tell me about the party.” This, by the way, is why physicians want you to come into their office, instead of prescribing over the phone. They want to see for themselves what is going on, instead of relying on your account.

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