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Leaders bring in twice the revenue from new products. What’s their secret? Small teams are the centerpiece of their strategy. They embrace Agile development, but they do much more. Our new book, Anticipate. The Architecture of Small Team Innovation and Product Success, presents a set of core principles—proven through 60 years of industry study—that will benefit any size company. It’s written for both technical and marketing professionals, in language that is clear and concise.
- Sales Rank: #706777 in eBooks
- Published on: 2011-06-17
- Released on: 2011-06-17
- Format: Kindle eBook
About the Author
Brown & Company uses proven marketing principles and techniques to significantly improve the innovation skills of small development teams. Ronald Brown has been CEO of successful startups and has held senior marketing positions in large firms. He is co-founder and board member of United Keys, Inc., an early stage company bringing interactive display technology to traditional input devices. Prior to United Keys, he was president of eFax.com, where he led in the creation of an internet service that attracted millions of users. He has also consulted for entities as large as Philips Electronics and as small as individual patent holders. He has heavy product development experience, is a patent holder, and has a strong background in leveraging manufacturing and distribution resources. Brown developed classic consumer marketing skills as an account manager at advertising agencies J. Walter Thompson and BBDO, where he also gained valuable insight into using creativity to solve business problems. At JWT, he was part of the team that managed Hewlett-Packard's personal computers and printers businesses. Before that, he worked for The Nestle Company.
Most helpful customer reviews
2 of 2 people found the following review helpful.
Translating customer input into value
By Saumitra Buragohain
Agile development tells us that we have to get out and talk to customers. No surprise there; poor customer input has always been a primary cause of product dysfunction. But how, exactly, should we be doing it? And what do we do with the information once we get it? Two of the sections I liked best were on creating business models and crafting effective sales messages. Customers don't just tell you want they want (usually they don't know, and anyway, they don't understand the technology the way engineers do) and products don't just sell themselves. This book shows you how to translate customer input into value propositions and differentiated messages, using structured and proven processes.
The book also lucidly explains why low cost cannot be a primary selling strategy in today's world. It also has a very interesting perspective on four market risk hotspots -all in context of today's technology savvy customers.
Over-all, I found that the book not only explains various concepts in a simple yet structured way but also articulates in a practical tone in present day context -which makes it very very relevant. There are not very many good books on new product development, but this is one that should be added to any business library.
1 of 1 people found the following review helpful.
Techniques Combined from Advertising, Packaged Goods and Silicon Valley
By Douglas J. Howatt
With creativity as the most fundamental aspect of product innovation and relevance, most companies don't know what it is or how to harness it. Enter Ron Brown. He draws from significant experience in 3 different industries to offer an effective guide for developing and applying innovative ideas that anticipate (thus the book's title) what customers want. From advertising he brings experience from an industry that made creativity a business. From packaged goods he brings discipline and measurement. From the Silicon Valley he brings the top executive's view of the strengths and weaknesses of technology companies in product development and marketing.
Brown's experience and research give us core principles that help us structure and guide our teams to understand customers and develop new and useful widgets that they want -- even if they don't yet realize they want them. He explains clearly why engineers typically don't value customer perspectives, why they must, and how they can. He effectively dispels some of the tenets that technical managers hold dear about creativity and how to foster innovation. Then he follows up with simple, effective techniques.
Written in a easily readable style, the book is full of researched points brought into focus by Brown's faceted career. Read the book if you want to learn more about how to get innovation in business. Give copies to your team and your team leader if want to help focus the group's efforts and yield results for your company. But prepare to replace some misconceptions about innovation with valid perspectives that really work.
1 of 1 people found the following review helpful.
If you're involved in new product development, you should read this book.
By David Everett
For those companies that simply must have great new products, Ron Brown answers the basic question, "How do you best empower your small team of developers?" While developers are technical in their training, he recognizes that most critical success factors for new products are related to market based issues. Using decades of industry best practices and principles he pinpoints what needs to remain in focus and why. With the advent of techniques like Agile development, developers can no longer afford to be disengaged from customers. Missed market signals are more than dangerous. Organizations that learn to listen to customers and apply these principles, will simply do better. This book is an easy read, it is practical, conversational, and well-researched; and meant for anyone involved in new product development infrastructure. After a career of working to amplify the voice of the channels and markets into product development, I applaud and highly recommend this new resource.
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