Print version record.

Return on Ideas; Contents; About the Author; Acknowledgements; 1. This is getting us nowhere; What is the problem? The Funnel; 2. How to navigate this book; Segmenting users; PART I: The Case Study; 3. The Calippo Shots story; PART II: The Challenge; 4. Innovation isn't working; PART III: The Core Idea; 5. A new innovation paradigm: The Rocket Motor; 6. Rocketing: Destination; 7. Rocketing: Combustion; 8. Rocketing: Nozzle; 9. Rocketing: Expander; PART IV: The Entertainment; 10. Ten innovations that make it look easy; PART V: The Practicalities; 11. Doing it faster; 12. Avoiding the pitfalls.

Appendix: Rocketing toolkitIndex.

Return on Ideas is a practical guide to getting more from the resources you put into your innovation process. David Nichols clearly shows why current innovation funnel models stifle rather than encourage new ideas, and offers a new methodology, 'rocketing', to tackle the problem. The first book to look in detail at innovation as a business-driving imperative, Return on Ideas provides the tools, techniques and processes to actually upgrade the way you tackle innovation, illustrated with examples from innovative companies such as Yo! Sushi, Apple, Vodafone, Unilever, P & G, Danone, Amex and Ben &

English.

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