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Monetizing Innovation Audiobook

Monetizing Innovation: How Smart Companies Design the Product Around the Price

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Publisher's Summary

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 Innovation 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 30 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.

PLEASE NOTE: When you purchase this title, the accompanying reference material will be available in your Library section along with the audio.

Download the accompanying reference guide.

©2016 Simon-Kucher & Partners Strategy and Marketing Consultants, LLC. (P)2016 Audible, Inc.

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  • J.B.
    Fort Lauderdale, FL, United States
    13/10/17
    Overall
    Performance
    Story
    "Modelling a Product? - Devise Price First!"

    Monetizing Innovation, How Smart Companies Design the Product Around the Price, By: Madhavan Ramanujam, Georg Tacke, and Narrated by: Darren Stephens. This is a marketing firm espousing its technique for assessing a marketplace, and developing new products. Their unique style being argued is a methodology of first determining a product’s
    salable market price, and then reverse engineering a product to operate in that price regime.

    There is a lot of market knowledge being presented here, and the “come up with price first” strategy seems to have merit and worth considering. Yet, I felt disappointed with the study. I came looking for a fixed formula but only found the gestalt. So, if you seek a definitive measurement this book is not useful. If you want to consider a unique idea that undoubtedly has value, go ahead and read this short book.

    Beware though. The reader is about as dull as one can get and the stories told are bland. One idea I liked though, is that the concepts were taught in the first two thirds of the book and then the final third was a survey of the results of the program when deployed by major international enterprises. Of course, the discussion concerned successes only.

    0 of 0 people found this review helpful
  • Hal
    31/08/17
    Overall
    Performance
    Story
    "completely rethinking the pricing process."

    this book introduces a 9 rule process for establishing the cross functional team required to drive a pricing model that pivots around WTP.

    0 of 0 people found this review helpful
  • Tengfei Wei
    Calgary,AB Canada
    12/08/17
    Overall
    Performance
    Story
    "The downloadable PDF missing important figures"
    If you could sum up Monetizing Innovation in three words, what would they be?

    Good useful information


    Any additional comments?

    It is a good book, no doubt, but why is it missing important figures in the PDFs. Where is figure 8.1? I understand some people just listen to it without even looking at figures but I listen to it while taking down notes. I read each word in the PDFs, so please send me that missing figures.

    1 of 1 people found this review helpful
  • Yajua Candies Inc.
    22/05/17
    Overall
    Performance
    Story
    "great book that does solve a real problem"

    Great book that solves a real problem in business. pricing. It describes the problem, how to solve it with a system and how to apply it within an organization.

    0 of 0 people found this review helpful
  • mmichal
    24/04/17
    Overall
    Performance
    Story
    "innovations written in business stories"

    This book is interesting by real stories from businesses. There are described several techniques which you can used to build innovation around price and customer needs. I can only recommend this book if you want to innovate products or build startup.

    0 of 0 people found this review helpful
  • 06CorvetteGuy
    07/03/17
    Overall
    Performance
    Story
    "good book and has plenty of tips"

    good book with plenty of tips to give you some direction on where to take your product or service

    0 of 0 people found this review helpful
  • Phillip
    23/02/17
    Overall
    Performance
    Story
    "A must-listen!"

    Everyone that is going to start a business or who is part of a business, must listen to this book. It is very practical, easy to follow and will push your mind into the right frame to make a success. Would highly recommend it!

    0 of 0 people found this review helpful
  • Arland Bond
    12/02/17
    Overall
    Performance
    Story
    "Now on my short list"

    Definitely suggest those interested fully monetizing their efforts that they consume this book. Very interesting.

    0 of 0 people found this review helpful

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