num_pages: 256
description: Surprising rules for successful monetization Innovation is the most important driver of growth. Today more than ever companies need to innovate to survive. But successful innovationmeasured in dollars and centsis 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 72% of innovations fail to meet their financial targetsor 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 Innovations 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 seatwhen you design the product around the price. Its a new paradigm and that opens the door to true game You can stop hoping to monetize and start knowing that you will. The authors at Simon Kucher know what theyre talking about. As the worlds 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 thirty years and over 10000 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 companys DNA. Illustrative case studies show how some of the worlds 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 Go from hope to certainty.
language: English
title: Monetizing Innovation: How Smart Companies Design the Product Around the Price
publisher: Wiley