{"product_id":"9781523005703","title":"The Heart of Innovation: A Field Guide for Navigating to Authentic Demand","description":"\u003ctable\u003e\u003ctbody\u003e\n\u003ctr\u003e\n\u003ctd style=\"\"\u003e\u003cstrong\u003eAuthor\/Contributor(s):\u003c\/strong\u003e\u003c\/td\u003e\n\u003ctd style=\"\"\u003eChanoff, Matt; Furst, Merrick; Sabbah, Daniel; Wegman, Mark; Krishna, Arvind\u003cbr\u003e\n\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd style=\"\"\u003e\u003cstrong\u003ePublisher:\u003c\/strong\u003e\u003c\/td\u003e\n\u003ctd\u003eBerrett-Koehler Publishers\u003cbr\u003e\n\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd style=\"\"\u003e\u003cstrong\u003eDate:\u003c\/strong\u003e\u003c\/td\u003e\n\u003ctd\u003e11\/7\/2023\u003cbr\u003e\n\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd style=\"\"\u003e\u003cstrong\u003eBinding:\u003c\/strong\u003e\u003c\/td\u003e\n\u003ctd style=\"\"\u003ePaperback\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd style=\"\"\u003e\u003cstrong\u003eCondition:\u003c\/strong\u003e\u003c\/td\u003e\n\u003ctd style=\"\"\u003eNEW\u003cbr\u003e\n\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003c\/tbody\u003e\u003c\/table\u003e\u003cb\u003eFour innovation experts from the startup world, large enterprises, nonprofits, and academia come together to reveal the secret of uncovering authentic demand to build successful innovations.\u003c\/b\u003e\u003cbr\u003e\u003cbr\u003eBooks on innovation mostly focus on how to nurture innovative cultures and brainstorm ideas. \u003ci\u003eThe Heart of Innovation\u003c\/i\u003e is the first popular book to concretely delve into what innovations really are and how to create them. Many attempts at innovation fail because customers turn out to be indifferent. The key to success is to uncover unmet authentic demand; what customers cannot be indifferent to. Through fresh case studies, ranging from how SoulCycle revolutionized the fitness industry, to how IBM built an $8 billion business on the Web, to a single mother ending abuse in a slum in Africa, \u003ci\u003eThe Heart of Innovation\u003c\/i\u003e explores how authentic demand is often hidden or taken for granted.\u003cbr\u003e\u003cbr\u003eThe first half of the book explores cases where people accidentally found their way to meeting an unmet authentic demand—or failed to. The second half of the book provides a field guide to methodically identifying and building products, services, and businesses around authentic demand.\u003cbr\u003e\u003cbr\u003eAt Georgia Tech, IBM, and elsewhere, the authors have worked with scores of startups and large companies, developing a unique methodology that unpacks the “black box” of authentic demand and shows innovators how to search for it, recognize it, and create situations for their customers that catalyze it. They explore the differences, and different challenges, to the three types of innovation—incremental improvement, company transformation, and radical “formative” innovation.\u003cbr\u003e\u003cbr\u003eAuthors Chanoff, Furst, Sabbah, and Wegman take innovators and people who work with them on a new journey through innovation. Their fresh case studies, from IBM’s entry to the Web, to a single mother in a slum in Kenya, make \u003ci\u003eThe Heart of Innovation\u003c\/i\u003e as obsessively readable as it is informative.\u003cbr\u003e\u003cbr\u003eIf customers are already pulling your innovation from your hands, you don’t need this book. Otherwise, reach for \u003ci\u003eThe Heart of Innovation\u003c\/i\u003e.","brand":"Berrett-Koehler Publishers","offers":[{"title":"Default Title","offer_id":44213987377407,"sku":"9781523005703","price":24.95,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0452\/0886\/2873\/files\/9781523005703_s600x595.jpg?v=1775581781","url":"https:\/\/massivebookshop.com\/de\/products\/9781523005703","provider":"MASSIVE BOOKSHOP","version":"1.0","type":"link"}