Stealing Genius
The Seven Levels of Adaptive Innovation
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Improvement is not innovation...and innovation is essential if your aim is to survive in today's business environment. Stealing Genius lays the foundation for a dramatic, and long-overdue, shift in 21st-century strategic marketing and branding. Most executives and decision-makers are now focused on improving what they already have. They want better versions of the products and services they know about or understand. However, fixating on improvement in today's world is a dangerous path--one that ultimately leads to commoditization and irrelevance. Targeting your time, attention, and resources o...
Improvement is not innovation...and innovation is essential if your aim is to survive in today's business environment. Stealing Genius lays the foundation for a dramatic, and long-overdue, shift in 21st-century strategic marketing and branding. Most executives and decision-makers are now focused on improving what they already have. They want better versions of the products and services they know about or understand. However, fixating on improvement in today's world is a dangerous path--one that ultimately leads to commoditization and irrelevance. Targeting your time, attention, and resources on innovation, by contrast, means identifying something that does not exist right now in any form--something that will create a powerful, uncopyable experience for your target customer. In order to be successful both today and in the future, you need to separate yourself from the competition by practicing the breakthrough principle of Adaptive Innovation--what Steve Miller calls Stealing Genius (TM). How? By delivering an experience that the competition either cannot or will not attempt to copy. This is literally impossible if you stick to what is already familiar to you, because whatever is familiar to you and your customers is likely to be familiar to your competition. You must create a new experience that is unique to you and that fosters a powerful emotional attachment with your target customer. Featuring dozens of real-life case studies from a wide range of industries , Stealing Genius outlines Miller's proven six-step process for creating an uncopyable experience. You'll learn how to: * Do more than think outside the box--you'll build a new box completely * Identify your "Moose," the distinctive customer/client profile for which you are hunting * Leverage insight from daily experience, personal heroes, and organizations outside your industry to better serve your customers * Flip the competition by doing the exact opposite of what those in your industry are currently doing * Maximize your strategic innovation by bringing in a Stealing Genius(TM) facilitator If you are trying to anticipate the crowd's movement, you might as well be following the crowd. Create a truly original brand experience and start pioneering in your industry by implementing the game-changing process of Stealing Genius(TM).
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