It's cool. But so what? This is the billion-dollar question that
leading companies such as Samsung, Starbucks and American Express
ask Fahrenheit 212 to answer for them whenever they develop new
technologies. Many companies are good at acquiring new product
prototypes but bad at working out what they would do when they
arrived at the front door. Many just give up, lacking the 'How' to
go with the 'Wow'. Using a unique two-sided approach to innovation
involving both the Money and the Magic and in the process turning
traditional orthodoxies about brainstorming on their head, Mark
Payne reveals how to explore every potential idea with the end goal
in mind-bringing an innovative product to market in a way that will
transform a company's business and growth.
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