Spine: .768 Business & Economics/General Making Everything Easier!™ Channel your creative prowess to boost your success in business Open the book and find: B Business u Fresh solutions and new products and services are the (cid:129) T he importance of refreshing your s iendtgeell.e Tchtuisa pl rcaacptiictaall gthuaidt eg igvievse sa y cooum epaasyn-yto it-sfo clloomwp setetiptisv feo r (cid:129) s Aadlevsic aen odn m barerkaektiningg d fouwncnt iboanrsriers in Innovation using creativity to solve problems, boost sales, master the to change e art of invention, and identify new strategic opportunities. s (cid:129) How to identify your leadership style s (cid:129) Think outside the box — learn how to tap into your creative energy and apply it to every area of the business milieu I (cid:129) W ays to introduce creative practices n to your daily routine (cid:129) Take the reigns — make your mark as an innovator and discover n how creative thinking can lead your company (and career) to (cid:129) T ips on writing a creative brief greater heights o (cid:129) Innovative branding strategies (cid:129) Brainstorm your worries away — find out how to run a successful v and web promotions idea-generating session, from whom to invite to which brainstorm- a ing techniques to apply (cid:129) How to profit from the product t life cycle (cid:129) Turn crisis into progress — discover how creative thinking can i turn problems into opportunities for innovative progress o (cid:129) Brainstorming ideas to get the (cid:129) Get the word out — show your team how to trade in old ways of creative juices flowing n thinking to bring innovation to life Learn to: (cid:129) H arness creative thinking to boost Go to Dummies.com ® productivity and revenue for videos, step-by-step examples, how-to articles, or to shop! (cid:129) G ive your company its competitive edge through fresh thinking (cid:129) I nvent new products or services for a changing market (cid:129) C ombine existing ideas or products $21.99 US / $25.99 CN / £15.99 UK into a new design Alexander Hiam is the author of more than twenty popular books ISBN 978-0-470-60174-7 on business, including Marketing For Dummies and Marketing Kit For Dummies. Formerly a professor at the business school at the University Alexander Hiam of Massachusetts, Amherst, he has had many Fortune 500 firms and large U.S. government agencies as his clients. Author of Marketing For Dummies Hiam and Marketing Kit For Dummies Spine: .768 Get More and Do More at Dummies.com ® Start with FREE Cheat Sheets Cheat Sheets include Apps (cid:129) Checklists Mobile (cid:129) Charts (cid:129) Common Instructions (cid:129) And Other Good Stuff! To access the Cheat Sheet created specifically for this book, go to www.dummies.com/cheatsheet/businessinnovation Get Smart at Dummies.com Dummies.com makes your life easier with 1,000s of answers on everything from removing wallpaper to using the latest version of Windows. Check out our (cid:129) Videos There’s a Dummies App for This and That (cid:129) Illustrated Articles (cid:129) Step-by-Step instructions With more than 200 million books in print and over 1,600 unique Plus, each month you can win valuable prizes by entering titles, Dummies is a global leader in how-to information. Now our Dummies.com sweepstakes. * you can get the same great Dummies information in an App. With Want a weekly dose of Dummies? Sign up for Newsletters on topics such as Wine, Spanish, Digital Photography, Certification, (cid:129) Digital Photography and more, you’ll have instant access to the topics you need to (cid:129) Microsoft Windows & Office know in a format you can trust. 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Business Innovation FOR DUMmIES ‰ 0011__660011774477--ffffiirrss..iinndddd ii 44//2288//1100 66::2288 PPMM 0011__660011774477--ffffiirrss..iinndddd iiii 44//2288//1100 66::2288 PPMM Business Innovation FOR DUMmIES ‰ by Alexander Hiam 0011__660011774477--ffffiirrss..iinndddd iiiiii 44//2288//1100 66::2288 PPMM Business Innovation For Dummies® Published by Wiley Publishing, Inc. 111 River St. Hoboken, NJ 07030-5774 www.wiley.com Copyright © 2010 by Wiley Publishing, Inc., Indianapolis, Indiana Published simultaneously in Canada No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning or otherwise, except as permit- ted under Sections 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, 222 Rosewood Drive, Danvers, MA 01923, (978) 750-8400, fax (978) 646-8600. Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, (201) 748-6011, fax (201) 748-6008, or online at http:// www.wiley.com/go/permissions. Trademarks: Wiley, the Wiley Publishing logo, For Dummies, the Dummies Man logo, A Reference for the Rest of Us!, The Dummies Way, Dummies Daily, The Fun and Easy Way, Dummies.com, Making Everything Easier, and related trade dress are trademarks or registered trademarks of John Wiley & Sons, Inc. and/ or its affi liates in the United States and other countries, and may not be used without written permission. All other trademarks are the property of their respective owners. Wiley Publishing, Inc., is not associated with any product or vendor mentioned in this book. 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Library of Congress Control Number: 2010926833 ISBN: 978-0-470-60174-7 Manufactured in the United States of America 10 9 8 7 6 5 4 3 2 1 0011__660011774477--ffffiirrss..iinndddd iivv 44//2288//1100 66::2288 PPMM About the Author Alexander Hiam’s career integrates business and creativity in unusual ways. His work has included business strategy, high-tech entrepreneurship, new- product development, branding, naming, negotiating, and consulting — often in the role of innovator or generator of new ideas and approaches. He’s also taught thousands of managers innovation and creativity skills through his workshops and idea-generation retreats, as well as through his authorship of study materials such as The Manager’s Pocket Guide to Creativity (HRD Press), Creativity By Design (HRD Press), Creative Roles Analysis (Trainer’s Spectrum), and The Entrepreneur’s Complete Sourcebook (Simon & Schuster). Alex’s professional focus on business innovation and how to lead it is balanced by his interest in the arts. He shows paintings, collages, and photo- graphs and writes fi ction — his favorite being fantasy adventures for young adults. In this book, he harnesses his creative imagination to the task of helping others be more creative and successful in their businesses, whatever those might be. Alex’s clients include the U.S. Coast Guard (he helps keep its leadership training innovative and at the forefront of management practice) and a lengthy list of companies, government agencies, nonprofi t boards, and more. He’s helped the U.S. Senate work on its collaborative problem-solving skills and brought new assessment tools to the fi nance department of the City of New York. His creativity exercises are used by top ad agencies to help their staff be more open to fresh ideas, and he shares his enthusiasm for innovative branding with students at the Isenberg School of Management at the University of Massachusetts–Amherst. Alex likes to help others achieve their creative potential and fi nd fresh options and solutions. Alex’s other For Dummies books address his fascination with innovative approaches to marketing. He is the author of Marketing For Dummies, 3rd Edition, and Marketing Kit For Dummies, 3rd Edition (both from Wiley). 0011__660011774477--ffffiirrss..iinndddd vv 44//2288//1100 66::2288 PPMM 0011__660011774477--ffffiirrss..iinndddd vvii 44//2288//1100 66::2288 PPMM Dedication My wife, Deirdre Richardson, suffered through lengthy writing sessions for nearly a year, and still managed to maintain a positive, encouraging attitude about this book — thereby serving as a perfect role model for what it takes to support a creative process from beginning to successful end! Author’s Acknowledgments I have lots of exciting ideas, but sometimes I need a little help disciplining them into proper shape for implementation. That’s why I’m so appreciative of the fi ne editorial team at Wiley that worked on this book with me, including acquisitions editor Stacy Kennedy, project editor Elizabeth Rea, copy editors Christine Pingleton and Kathy Simpson, and technical reviewer Lisa Gundry. It takes a team to do anything worthwhile. It helps when it’s a really good team! I also want to thank my associates and clients at Trainer’s Spectrum, who provide me so many great suggestions and also, on occasion, the honest feedback that helps get the wrinkles out of my thinking. 0011__660011774477--ffffiirrss..iinndddd vviiii 44//2288//1100 66::2288 PPMM Publisher’s Acknowledgments We’re proud of this book; please send us your comments at http://dummies.custhelp.com. For other comments, please contact our Customer Care Department within the U.S. at 877-762-2974, outside the U.S. at 317-572-3993, or fax 317-572-4002. Some of the people who helped bring this book to market include the following: Acquisitions, Editorial, Composition Services and Media Development Project Coordinator: Lynsey Stanford Project Editor: Elizabeth Rea Layout and Graphics: Kelly Kijovsky Acquisitions Editor: Stacy Kennedy Proofreaders: John Greenough, Copy Editors: Christine Pingleton, Bonnie Mikkelson Kathy Simpson Indexer: Sharon Shock Assistant Editor: Erin Calligan Mooney Senior Editorial Assistant: David Lutton Technical Editor: Lisa Gundry, Ph.D. Editorial Manager: Michelle Hacker Editorial Assistant: Jennette ElNaggar Cover Photos: © Andy Ryan/Getty Images Cartoons: Rich Tennant (www.the5thwave.com) Publishing and Editorial for Consumer Dummies Diane Graves Steele, Vice President and Publisher, Consumer Dummies Kristin Ferguson-Wagstaffe, Product Development Director, Consumer Dummies Ensley Eikenburg, Associate Publisher, Travel Kelly Regan, Editorial Director, Travel Publishing for Technology Dummies Andy Cummings, Vice President and Publisher, Dummies Technology/General User Composition Services Debbie Stailey, Director of Composition Services 0011__660011774477--ffffiirrss..iinndddd vviiiiii 44//2288//1100 66::2288 PPMM