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 innovation measured in
dollars and cents is 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 them: 72% of innovations fail to meet their financial
targets or 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 seat when you design the product
around the price. It s a new paradigm, and that opens the door to
true game change: You can stop hoping to monetize, and start
knowing that you will. The authors at Simon Kucher know what they
re talking about. As the world s 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 10,000 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 company s DNA. Illustrative
case studies show how some of the world s 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 promise: Go from hope to certainty.
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