Breakthrough! by Paul Kurnit & Steve Lance - Book review
A 7-Step System for Developing Unexpected and Profitable Ideas
By: Paul Kurnit, Steve Lance
Published: October 29, 2010
Format: Hardcover, 224 pages
"People think breakthrough ideas are a matter of luck. The truth is, they're the result of careful thinking, planning, and execution", write marketing experts Paul Kurnit and Steve Lance, in their revolutionary and innovation generating book Breakthrough! A 7-Step System for Developing Unexpected and Profitable Ideas. The authors describe how idea creation and successful innovation is not only possible, but should be an integral part of any organization's strategic and operational planning and processes.
Paul Kurnit and Steve Lance understand that many business people believe that breakthrough ideas, products, and services are difficult if not impossible to create and develop within their companies. The authors demonstrate that the problem is not a lack of ideas or creativity within the organization, but rather a lack of knowledge of the steps necessary to transform an idea into a marketable and successful product or service. The authors point to the many breakthrough innovations, that at first glance seemed unnecessary or even ridiculous, but were in fact simply in need of a plan to take them to the marketplace. One of the critical first steps in making the leap to achieving a breakthrough is to change the perception from one of how the idea won't work, to a mindset of how to make the idea a success.
Paul Kurnit (on left in photo left) and Steve Lance (on right in photo left) provide the essential steps, all of which must be followed, to change the perception of ideas from one of them not working, to one of creating and developing marketable and profitable innovations. The authors share the essential questions that must be asked about any new idea or innovation to help drive the process forward or to move on to the next idea. The seven step program, recommended by the authors, takes much of the guesswork out of the innovation and development process:
* Put an end to business as usual
* Get business buy-in
* Organize the team and process
* Build momentum for the idea
* Develop the plan
* The launch
With these seven steps in place, according to the authors, the creation and development of new and breakthrough products and services will become second nature to the organization.
For me, the power of the book is how Paul Kurnit and Steve Lance combine the theory of developing potential breakthroughs, with the practical steps necessary, to make the innovation a successful product or service in the marketplace. The authors combine their theory and process with illustrative examples of well managed breakthroughs by well known companies. They also show the reader how badly introduced innovations became famous flops, rather than profitable breakthroughs. Not only do Paul Kurnit and Steve Lance show the business person what went right with successful market introductions, but what went wrong with the failures.
The lessons from the real world case studies are instructive, and add real depth of understanding to the book's theory and practical steps. Instead of relying on luck, the authors propose a system, that can be used over and over again, to create innovative products and services. Not only does the process guide the company toward being the first in the marketplace, but the best prepared to triumph over the competition. As the authors point out, there are no shortcuts to developing winning products, but by following the seven steps, the innovation stands a much greater chance of success.
I highly recommend the innovation success building book Breakthrough! A 7-Step System for Developing Unexpected and Profitable Ideas by Paul Kurnit and Steve Lance, to anyone seeking a blueprint for transforming ideas into marketable products and services. The authors share the guidance to utilizing their seven step plan for developing breakthroughs that will place a business in the leadership in their industry.
Read the product idea enhancing book Breakthrough! A 7-Step System for Developing Unexpected and Profitable Ideas by Paul Kurnit and Steve Lance, and turn your business into a veritable creation machine of new and exciting ideas. Your profits will grow beyond even your wildest expectations.
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