Breakthrough Zone. Harnessing Consumer Creativity for Business Innovation

  • ID: 2209712
  • Book
  • 248 Pages
  • John Wiley and Sons Ltd
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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

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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.



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"...Worth buying? Yes. Its subject matter is unusual...almost every page contains something of value..."(Research, January 2004)

"The main problem with any innovation is making it a reality. In the area of implementation this book really excels." (The Marketer, May 2004)

"Shows how to create breakthroughs for people who work in large organisations where so much energy is committed to preserving the status quo." (Long Range Planning, 2005)

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