A breakthrough is a discontinuous change that makes new things
possible and takes performance in a market to a new level. This
book is about creating breakthroughs in large organizations where
so much energy is often committed to existing activity. Drawing on
their wide experience of working with top companies including
British Airways, BUPA, and Carphone Warehouse, Ray Langmaid and Mac
Andrews argue that it is customers themselves who are best-placed
to conceive great new products and services, but that they will
need time and trust to work out how these might best be created.
Traditional ways of talking to customers such as focus groups lack
honesty and place perceptual barriers - what is needed is a new
approach that is open, honest and ongoing. The solution is the
Breakthrough Zone, a creative meeting of customer and executives in
which desires are unlocked and needs identified. Versatile enough
to be used with groups of any size, this process is built on
personal relationships, and proven to generate really innovative
ideas for brand extensions and product development.
Provides the tools and techniques to enable you to get closer to
your customers - a step-by-step guide shows you how to implement
the 'Breakthrough Zone' process
Explores why this type of communication is so much more effective
than focus groups or traditional database-driven approaches to
engaging in customer dialogue
Previous innovations generated in the Breakthrough Zone include
BA's 'Beds for Business', BT's 'It's Good to Talk' and new market
strategies for VISA and Dell
Autorentext
Roy and Mac have worked together transforming brands and businesses for 8 years. Their work with big brands spans the globe from AMP in Australia, Singapore Airlines, Holiday Inn EMEA, Saudi Arabian Airlines and VISA in San Francisco to Unilever throughout Europe as well as a list of British companies that includes B.A., Granada, Carphone Warehouse, BT and BUPA. Those experiences formed the basis for this book.
Mac, co-founder of the Institute for Creativity, UK, is a highly experienced specialist in creativity, insight and learning and their applications inside businesses large and small. He now operates with The Brand Works Ltd using customer insight to grow and develop brands, their products, services and cultures - he can be contacted by email at mac.andrews@thebrandworks.com
Roy is the originator of the Breakthrough method. He works for Promise, a consultancy based in London and New York, which specialises in helping organisations to keep their customers at the centre of their thinking. He may be contacted at rlangmaid@promisecorp.com
Klappentext
BREAKTHROUGH ZONE
is not a gimmick
it is not a fad
it is grounded in sound theory but is highly readable
BREAKTHROUGH ZONE is the new and novel way to engender innovation within an organization.
"People become receptive when they experience new meaning and break through personally, and then translate that breakthrough into commercial innovation. This book shows how to do this, and have fun doing it."
Adrian Hosford, BT Group Social Policy
"I was enlightened with a language, an intellectual tool kit and ultimately a transformation in my approach to communication and relationships as a result of working with Roy Langmaid and Mac Andrews especially in the process of introducing and managing change. The work we did together effected a radical and profit enhancing change in processes and behaviours at a time when bancassurance was in its infancy."
Mark Mortell, Head of Marketing & Customer Services, Bank of Ireland Lifetime
"I have worked with many many consultants working with Breakthrough Zone is unparalleled in my experience. I can't recommend it enough."
Sharon Nannetti, Director Services@AMP, AMP Australian Financial Services
"What is amazing is that, using the principles of this book, both customers and staff give their enthusiastic best to the creation of the future."
Joseph Debacq, Cabin Accommodation Director, Airbus Industries
Zusammenfassung
A breakthrough is a discontinuous change that makes new things possible and takes performance in a market to a new level. This book is about creating breakthroughs in large organizations where so much energy is often committed to existing activity. Drawing on their wide experience of working with top companies including British Airways, BUPA, and Carphone Warehouse, Ray Langmaid and Mac Andrews argue that it is customers themselves who are best-placed to conceive great new products and services, but that they will need time and trust to work out how these might best be created. Traditional ways of talking to customers such as focus groups lack honesty and place perceptual barriers - what is needed is a new approach that is open, honest and ongoing. The solution is the Breakthrough Zone, a creative meeting of customer and executives in which desires are unlocked and needs identified. Versatile enough to be used with groups of any size, this process is built on personal relationships, and proven to generate really innovative ideas for brand extensions and product development.
Provides the tools and techniques to enable you to get closer to your customers - a step-by-step guide shows you how to implement the 'Breakthrough Zone' process
Explores why this type of communication is so much more effective than focus groups or traditional database-driven approaches to engaging in customer dialogue
Previous innovations generated in the Breakthrough Zone include BA's 'Beds for Business', BT's 'It's Good to Talk' and new market strategies for VISA and Dell
Inhalt
Foreword.
Chapter 1. On Innovation and How to Use this Book.
Chapter 2. Building Your Case.
Chapter 3. Resourcing the Breakthrough Zone.
Chapter 4. How to Facilitate a Breakthrough Zone Event.
Chapter 5. Training the Breakthrough Team.
Chapter 6. The Breakthrough Zone.
Chapter 7. The Insight Workshop.
Chapter 8. Dealing With Cultural Resistance.
Chapter 9. Winning the Power to Keep Moving.
Chapter 10. Beginning the Mission.
Chapter 11. Internal Consultations and Final Design.
Chapter 12. Prototypes and Customer Experience Testing.
Chapter 13. The Mission Plan.
Chapter 14. Communication Strategy.
Chapter 15. Implementation and Review.
Bibliography.
Index.