- How Smart Companies Design the Product Around the Price
- Narrated by: Darren Stephens
- Length: 7 hrs and 29 mins
- Unabridged Audiobook
- Release date: 10-06-16
- Language: English
- Publisher: Audible Studios
Regular price: $19.95
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Innovation is the most important driver of growth. Today, more than ever, companies need to innovate to survive. But successful innovation - measured in dollars and cents - is a very hard target to hit. Companies obsess over being creative and innovative, and spend significant time and expense in designing and building products, yet struggle to monetize them: 72% of innovations fail to meet their financial targets - or fail entirely. Many companies have come to accept that a high failure rate, and the billions of dollars lost annually, is just the cost of doing business.
Monetizing Innovation argues that this is tragic, wasteful, and wrong.
Radically improving the odds that your innovation will succeed is just a matter of removing the guesswork. That happens when you put customer demand and willingness to pay in the driver seat - when you design the product around the price. It's a new paradigm, and that opens the door to true game change: You can stop hoping to monetize, and start knowing that you will.
The authors at Simon Kucher know what they're talking about. As the world's premier pricing and monetization consulting services company, with 800 professionals in 30 cities around the globe, they have helped clients ranging from massive pharmaceuticals to fast-growing startups find success. In Monetizing Innovation, they distil the lessons of 30 years and over 10,000 projects into a practical, nine-step approach. Whether you are a CEO, executive leadership, or part of the team responsible for innovation and new product development, this book is for you, with special sections and checklist-driven summaries to make monetizing innovation part of your company's DNA. Illustrative case studies show how some of the world's best innovative companies like LinkedIn, Uber, Porsche, Optimizely, Draeger, Swarovski, and big pharmaceutical companies have used principles outlined in this book.
A direct challenge to the status quo "spray and pray" style of innovation, Monetizing Innovation presents a practical approach that can be adopted by any organization, in any industry. Most monetizing innovation failure point home. Now more than ever, companies must rethink the practices that have lost countless billions of dollars. Monetizing Innovation presents a new way forward, and a clear promise: Go from hope to certainty.
Customer ReviewsMost Helpful
By Tengfei Wei on 08-12-17
The downloadable PDF missing important figures
If you could sum up Monetizing Innovation in three words, what would they be?
Good useful information
Any additional comments?
It is a good book, no doubt, but why is it missing important figures in the PDFs. Where is figure 8.1? I understand some people just listen to it without even looking at figures but I listen to it while taking down notes. I read each word in the PDFs, so please send me that missing figures.
4 of 4 people found this review helpful
By J.B. on 10-13-17
Modelling a Product? - Devise Price First!
Monetizing Innovation, How Smart Companies Design the Product Around the Price, By: Madhavan Ramanujam, Georg Tacke, and Narrated by: Darren Stephens. This is a marketing firm espousing its technique for assessing a marketplace, and developing new products. Their unique style being argued is a methodology of first determining a product’s
salable market price, and then reverse engineering a product to operate in that price regime.
There is a lot of market knowledge being presented here, and the “come up with price first” strategy seems to have merit and worth considering. Yet, I felt disappointed with the study. I came looking for a fixed formula but only found the gestalt. So, if you seek a definitive measurement this book is not useful. If you want to consider a unique idea that undoubtedly has value, go ahead and read this short book.
Beware though. The reader is about as dull as one can get and the stories told are bland. One idea I liked though, is that the concepts were taught in the first two thirds of the book and then the final third was a survey of the results of the program when deployed by major international enterprises. Of course, the discussion concerned successes only.
1 of 1 people found this review helpful