Return on Ideas

David Nichols has written a practical guide to getting more, higher quality new ideas from all the resources you put into your innovation process. return on Ideas gives you tools, techniques and process to upgrade the way you tackle innovation, illustrated with examples from companies such as You! Sushi, Apple, Vodafone, Unilever, P&G, Danone, American Express and Ben & Jerry s.The book sets out why innovation funnels are stifling new ideas, and offers a new methodology, rocketing, to tackle the problem. This is laid out in practical terms covering:Simple Process: a four stage rocket approach that builds and improves on existing processes, rather than throwing them outPragmatic Tools: for each stage simple, practical tools are given, with examples, for you to put to work immediately in your own companyPitfalls to Avoid: no process is flawless and the key innovation pitfalls are highlighted with simple avoidance techniques to help you stay on the path to great new ideasReturn on Ideas is an ideal accompaniment to the other brandgym books: the Brandgym, Brand Stretch, and Brand Vision, all by David Taylor.