From idea to profit : how to market innovative products and services The literature of innovation is full of calls to become more creative and inspiring: but it has less to say on the reality of turning theory into practice and ideas into profit. Real breakthroughs depend on finding profitable applications for new ideas. The beneficiaries of countless innovations are often not the original inventors but those who are better able to exploit potential. This book is designed to help innovators capture the full value of their creativity. It combines the experience of innovative companies with the expertise of academics and advisors bringing together the best of current thinking and practice in innovation strategy marketing design intellectual property and finance Breakthroughs in value Market led innovation Outsmarting the competition Designing better customer experiences Value propositions Pricing : the bigger picture Intellectual property Raising funds Creative culture Creative skills Products to fit customers Inspirational leadership Teaming and networking Space for innovation Accelerated solutions Fast tracking the commercialization of intellectual property Technology transfer R & D tax credits Markets planning Market research Brand based innovation Creating difference provoking reaction Product launches Direct marketing goes interactive Multiple channels Appendix : living innovation feedback form