Book News
Kurnit, a marketing and advertising professor at Pace U. who has worked for many large marketing organizations, and Lance, who works in advertising and marketing, outline seven steps for developing unexpected and profitable ideas for new products or services or new uses and customers for established ones, for corporations, small businesses, or entrepreneurs. They describe how companies like Arm & Hammer, UPS, Coca-Cola, Proctor & Gamble, and Apple came up with big ideas, and how to break the rules, get business buy-in, organize the team and process, find the big idea, build momentum, develop a plan, and launch the idea. Annotation ©2011 Book News, Inc., Portland, OR (booknews.com)

Blackwell Publishing
We all know the tale of Sir Isaac Newton sitting under a tree and supposedly getting hit on the head with a falling apple... consequently coming up with the revolutionary concept of gravity. Most of us think of groundbreaking business ideas in the same way: a matter of happy inspiration over which we have no real control. But it's time to stop thinking like that, and start taking control....

Written by marketing experts Paul Kurnit and Steve Lance---who've been on the ground floor of some of today's most astounding big-idea successes---Breakthrough! reveals that there are actually systematic initiatives you and your company can implement to create, nurture, and develop unique and powerful ideas. These are the kinds of ideas that drive profitable new processes, products, and services that capture the public's imagination and dramatically grow businesses.

A winning idea can revolutionize a business! (Or at least dramatically improve a bottom line.) And Breakthrough! lays out for you an easy-to-follow, step-by-step process for big-idea development, refinement, targeting, marketing, and marketplace execution. Packed with entertaining explanations of the practical procedures that can lead you to breakout hits, Breakthrough! gives you the inspiration and guidance you need to leverage this idea methodology; encourage free-thinking; nurture good ideas; and bring revolutionary, revenue-generating new concepts to market.

In seven simple steps you'll discover the best practices you need to put in place to arrive at and launch new ideas that can become cultural and business phenomena. Filled with fascinating and illuminating examples, including Swiffer, Southwest Airlines, and Home Depot - plus a whole lot more - Breakthrough! supplies you with the techniques and procedures wildly successful companies use to consistently arrive at and launch the kind of industry-changing ideas that make consumers sit up and take notice.

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