book on innovation that is that is written in an innovative style - beginning with the fact that the book s Afterword comes first. How many of these business-killing myths do YOU (and your boss) still believe? Myth # 10: Brainstorming works -- Not in a million years! Myth # 6: The Consumer is King -- Balderdash! Myth # 1: 80% of new products fail -- False! Myth # 14: A Great Idea Speaks for Itself -- You're dreaming! Myth # 19: Facts Convince People to Buy -- Nonsense! Myth # 13: Great Ideas Will Make You Rich -- Guess again! Myth # 26: You Have To Please Your Audience -- Not true! And many more . . . Consumers and customers are embracing change and adopting new product offerings and services earlier and faster than ever. The need for your company to innovate is constant -- and if you don't your competitors will. Now you can learn the secrets to reducing the risks while still creating game-changing ideas. Innovation: Myths and Mythstakes sets the record straight, while helping you acquire valuable insights into your consumer. Ideas are easy, innovation is hard. Uncover the facts that will help you understand the roadblocks, and how to avoid them while keeping your innovation efforts, and your business or career on track. Table of Contents The Afterword (find out why this comes first) The Situation (the times sure are a changin') Myth #1 80 percent of all new products fail! Myth #2 The ROI on innovation is terrible. Myth #3 Don t bother unless it s perfect. Myth #4 When it comes to investment in R&D, size matters. Myth #5 The best innovations come from following trends. Myth #6 To successfully innovate, you must deeply understand and Listen to the consumer (a.k.a. The Consumer Is King). Myth #7 There is a secret on how to be creative. Myth #8 When looking for insights, focus groups are best staffed by fresh consumers. Myth #9 Only right brainers are creative. Myth #10 Brainstorming works. Myth #11 Crowdsourcing delivers great ideas on the cheap. Myth #12 There is no such thing as a bad idea. Myth #13 Great Ideas will make you rich. Myth #14 A great idea speaks for itself. Myth #15 It is more important to be liked than to be unique. Myth #16 Build a better mousetrap and the world will beat a path to your door. Myth #17 There s no such thing as too much innovation. Myth #18 Concept testing is a great way to minimize risk. Myth #19 Facts convince people to buy. Myth #20 BASES testing will show the way. Myth #21 It s not worth doing if it s not invented here. Myth #22 R&D should lead the way. Myth #23 You don t need a process to innovate. Myth #24 Stick with the plan, no matter what. Myth #25 Innovation means never looking back. Myth #26 You have to please your audience. Myth #27 We ll innovate when we need to. References Innovator's Index

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