Brand New: Solving the Innovation Paradox -- How Great Brands Invent and Launch New Products, Services, and Business Models

After 28 years in the nuclear navy, I can almost hear Admiral Rickover saying "If you want to operate the reactor consistently, predictably, and successfully, then you need to have a defined, repeatable and measurable process." Who would argue with that?Yet, when we substitute the word "innovate" for "operate the reactor" too many times we settle for personality based, chance based approach. We do this because we are lured into thinking that there is something mystical about the innovation process that is happenstance. Nothing could be farther from the truth.Michael Maddock, founding partner and Chairman of Maddock Douglas, an innovation company not only lays out the case for the repeatable process in Brand New but tells us what it should be and how to implement it. First, start with the need, not the idea (e.g. the solution). Then, build processes through communicating and marketing that make clear the need you are filling.One of the issues that Mr. Maddock brings up is the issue of organizational stovepipes. The more stovepipes, the less innovation. The ability for people to bridge those stovepipes is a key capability for organizational innovation. What struck me here was that it directly parallels the need to jump across categories in our minds when it comes to individual creativity. See our review on Where Good Ideas Come From by Steven Johnson.If you want to leave innovation to chance, certainly don't read this book. If you want your organization to innovate consistently and successfully every time -- get it here from Amazon.Check out leader-[...]

Brand New offers a great, practical way to get the best of best practices in innovation all in one place. The approach is process-driven and practical, so it's a realistic solution for today's new product and marketing people. At the same time it offers the due diligence and accountabity that is absolutely essential for launching successful innovations in todays ultra-competitive, consumer-driven world. Its conversational tone is easy to digest, and the content is structured so you can put the knowledge to use right away. Mike Maddock and friends are truly innovators to be able to communicate such a monumental task in such a consumable way. Twelve thumbs up and a must read for anyone responsible for keeping existing brands competitive or launching new brands.

You cannot argue with Mr. Maddock's continued success, and now you can learn how he does it. This is one of the best books I have read, it is very hard to set it down. The knowledge and insight you gain from this book can be put to use in all aspects of business, innovation and life in general, it is a true eye opener. The book is very easy to read and walks you through the process step by step and gives great examples to further strengthen the points being made. Honestly, I like the book so much I have bought 10 other copies for business associates to help them understand and learn the process as well. I have only had the book for a week and my company is already benefitting from the knowledge gained. Fantastic book!

As the innovation leader of my company, I find myself forgetting about it at times and working on day to day problems. Reading this book reminds me how important it is for any company and how anyone can systematically implement innovation. It's a great book, easy read, and breaks innovation down to its simplest terms. All levels of management should read this book.

Enjoyed this read.