Monetizing Innovation

A Revolutionary Challenge to Traditional Thinking About Innovation "In a world in which nearly three-quarters of all new products or services miss their revenue and profit goals, Monetizing Innovation should be required reading for all product and marketing leaders. I cannot overstate the importance of this groundbreaking new work." ?Leela Srinivasan, Chief Marketing Officer, Lever > ?Philip Kotler, S.C. Johnson & Son Distinguished Professor of International Marketing, Kellogg Graduate School of Management and author of "Winning at Innovation" > ?Bill Gurley, Board member of Uber and General Partner at Benchmark "We launch a new collection twice a year, so a systematic approach to monetizing these innovations is critical for us. The practical, effective and counterintuitive guidance in Monetizing Innovation has helped us tremendously." ?Christoph Kargruber, Executive Vice President of Innovation & Product Management, Swarovski "The lessons in this book are highly relevant for the automotive industry, where we can expect to see more change in the next 5?10 years than we saw in the last 50. As General Motors continues to lead this change in the industry, Monetizing Innovation will be an excellent blueprint for maintaining competitive advantage." ?Stefan Jacoby, Executive Vice President & President International, General Motors > ?Dan Siroker, Co-Founder and CEO, Optimizely