I was particularly interested in reviewing this book as it examines different types of innovations in business. The purpose of this book is to teach and let business-people understand how successful innovations can be commonplace in the business world. The innovation approaches described are applicable to all product and service organizations. The book is divided into 11 chapters, with the first chapter beginning with a discussion of the importance of concentrating on communicating ideas and the steps that businesses need to go through to create positive outcomes with new products and services. The authors state that being tuned in is a "six-step method for creating a resonator: a product or service that so perfectly solves problems for buyers that it sells itself (p. 3). The six steps, each discussed in a separate chapter from chapters 4 to 10, are (1) find unresolved problems; (2) understand buyer personas; (3) quantify the impact; (4) create breakthrough experiences; (5) articulate powerful ideas; and (6) establish authentic connections.
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