Return On Ideas: A Practical Guide To Making Innovation Pay

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Return on Ideas is a practical and action-oriented guide on how to create innovation and turn it into brand growth. It provides the tools to help teams create meaningful innovations and ensure they get launched to drive growth for the business. It is the first book to look in detail with innovation as a business driving imperative, covering not just the models and tools needed, but tips and tricks on the process and the journey needed to be taken by a team if it is to be successful. It looks at issues that are preventing teams from attaining their innovation goals effectively and offers practical processes, principles and tips to overcome them. About The Author David Nichols is a marketing coach who makes us feel like we can achieve everything we want according to one of his global brand director clients. He teamed up with David Taylor in 2006 to become a Managing Partner of the brandgym, a consultancy that coaches teams to create a clear brand vision and the action plan to turn this into growth. He has led brand vision and innovation projects for many global companies and brands including Castrol, Vodafone, Unilever and Cadburys. David is the author of Brands & Gaming: The computer gaming phenomenon and its impact on brands and business published by Palgrave Macmillan in 2005, cataloguing the rise and rise of a new global cultural phenomenon that is going to change the marketing landscape forever. He started his career at OC&C Strategy consultants, moving on to the marketing consultancy Added Value where he spent 11 years rising to be Managing Director of the UK, including stints in Paris and as MD in Australia. David has written and produced three full scale musicals and managed a professional improv troupe, The Impro Musical, working with Tony Slattery,  Eddie Izzard and Greg Proops. He has a first class degree in Aerospace Engineering from Bristol University and in his spare time is an aerobatic pilot. Contact David at davidn@thebrandgym.com Table of Contents

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Acknowledgements This is getting us nowhere How to navigate this book Part I: The Case Study The Calippo Shots Story Part II: The Challenge Innovation isn't working Part III: The Core Idea A new innovation paradigm: The Rocket Motor Rocketing: Destination Rocketing: Combustion Rocketing: Nozzle Rocketing: Expander Part IV: The Entertainment Ten innovations that make it look easy Part V: The Practicalities Doing it Faster Avoiding the Pitfalls Appendix: Rocketing Toolkit Index