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Is this your company's problem:
"Most companies make the mistake of trying to invent ideas with all of their own
people. And what they end up doing is going over the same old ideas, the same political
issues over and over again."
Doug Hall, former P&G Master Marketing Inventor, is now president of his own company,
Eureka! Ranch. He wants to put more money-making, creative punch in your
new product efforts. He's invented an original one-two combination.
From the right, playfully fast-paced Eureka Sessions for generating breakthrough ideas.
From the left, Pollster volumetric forecasts and Brainscan consumer
evaluations. All aimed at bringing your product to market in record time.
But if you insist on innovating alone, at least take Doug's free advice.
"One of our favorites is that you can invent anything you want from the Sears
Catalog. And people will name a page number, turn to that page and have to force associate
that page with the invention at hand. It never fails us."
Sounds sure-fire. But here's the risk you take:
"We've done analysis of our database of over 700 concepts that shows that the more an
idea is new and different, the more likely it is to be spectacularly good or spectacularly
bad. George Lucas does Star Wars and Howard the Duck. That's the way it
works. So if you can give people the freedom to do really new and different things, then
you can really make something happen."
Next. Doug Hall talks about becoming a cheerleader for fun and
profit.
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