Everand Logo

Welcome to Everand!

  • Discover millions of ebooks, audiobooks, and so much more with a free trial

    Only $11.99/month after trial. Cancel anytime.

    Unavailable
    Flipped: How Bottom-Up Co-Creation is Replacing Top-Down Innovation
    Unavailable
    Flipped: How Bottom-Up Co-Creation is Replacing Top-Down Innovation
    Unavailable
    Flipped: How Bottom-Up Co-Creation is Replacing Top-Down Innovation
    Ebook181 pages2 hours

    Flipped: How Bottom-Up Co-Creation is Replacing Top-Down Innovation

    By John Winsor

    ()

    Currently unavailable

    Currently unavailable

    About this ebook

    Branding is done in today's business and marketing world, it's all about bottom-up co-creation to ensure real marketing effectiveness and product success. Marketing expert John Winsor makes a powerful case that instead of focusing on traditional branding efforts, companies must learn to use "co-creation" tools to work from the bottom up to create new products, services, and marketing strategies in collaboration with their customers. Today, it's all about getting out in the streets and spending time with the right customers, in their worlds, to create the essential foundations for breakthrough innovation. He takes readers deep into this new kind of customer-company relationship, providing useful case studies as well as practical step-by-step methods to engage these key voices in dialogues that fuel real innovation. Readers will learn how to develop a true bottom-up co-creation strategy and hone the intuition and inspiration that drive innovation.
    LanguageEnglish
    PublisherAgate B2
    Release dateApr 13, 2010
    ISBN9781572846623
    Unavailable
    Flipped: How Bottom-Up Co-Creation is Replacing Top-Down Innovation

    Related to Flipped

    Related ebooks

    Marketing For You

    View More
    View More

    Related podcast episodes

    Related articles

    • Article

      Questions for Kate Sweetman, MIT Centre for Entrepreneurship

      Jan 1, 2018

      What does it mean for a business to exist in the age of Uber? In essence, it means that change can come from anywhere, that it is often technology-driven, and that it often necessitates a new business model. This is what we are seeing, over and over

      6 min read

    • Article

      Q&A

      Jan 1, 2023

      In the innovation process, why is it so important for innovators to view people as human beings rather than consumers? An innovator who sees people as consumers is going to prioritize every imaginable tool to sell them something and make them consume

      6 min read

    • Article

      11 Sources of Disruption

      Jan 1, 2021

      You have observed a troubling tendency that often leads to the disruption of business models. Please describe it. All too often, business strategies fail to effectively account for external change in the world. When faced with deep uncertainty, leade

      6 min read

    • Article

      Brain Trust

      May 15, 2019

      The $64,000 question! I would start with customer strategy rather than executional tactics, to determine what technology is actually required to make customers’ lives easier. You can’t ever know what the customer really wants unless you conduct resea

      4 min read

    • Article

      Tech For The Social Good

      Aug 16, 2022

      Q WHAT MOTIVATED YOU TO FOCUS ON TECHNOLOGY THAT’S USED FOR GOOD AND SOCIAL WELL-BEING? A When the 2016 election happened and it was clear how much technology was dividing our country, I decided to focus on the intersection of my work with tech for s

      2 min read

    • Article

      The Era of Human + Machine Innovation

      Jan 1, 2019

      Interview by Karen Christensen In today's environment, organizations that don't keep up with customers' evolving needs are doomed. What is the best way to get a handle on these evolving needs? The first step in understanding your customers is to acce

      5 min read

    • Article

      The Big brand Shift

      Sep 22, 2021

      There was a time not long ago, when every corporate had its 10-year plan as an iron-clad, concreted roadmap for the entire organisation. Today, in a world of intermittent lockdowns and generational change that occurred in the space of a year, even a

      5 min read

    • Article

      The Power of Innovative Supply Chains

      Jan 1, 2019

      How do you define social entrepreneurship? I like the definition given by Nobel Peace Prize winner Muhammad Yunus, who founded Grameen Bank: Social entrepreneurship is a form of entrepreneurship that seeks to create organizations that serve a social

      7 min read

    • Article

      Navigating the New Normal

      Sep 1, 2020

      The global pandemic has changed the world in countless ways. You advise that business leaders approach ‘the new normal’ in three phases. Please explain. The first phase, which most organizations have already addressed, is to restart. This involves th

      8 min read

    • Article

      How To Sell New Products

      Aug 9, 2018

      How To Sell New Products
      14 min read

    • Article

      Data Mining And Mental Health

      Jun 6, 2018

      Marketing : How much of your clients’ lives play out online? Dr Damian Cotchett: A tremendous amount plays out through a range of channels. For adults, the first thing that so many people do when they wake is look at their devices. It has become h

      2 min read

    • Article

      Six Sells

      Aug 12, 2018

      Six Sells
      4 min read

    • Article

      Louis Camassa

      Oct 30, 2020

      Louis Camassa
      10 min read

    • Article

      Brands Of The Future

      Dec 8, 2021

      WHILE BRANDS MAY NOT BE DEAD, TRADITIONAL TOOLS FOR BRANDING MAY BE DYING. THIS AS NEW TECHNOLOGIES AND CHANNELS ALLOW MARKETERS TO REACH MASS AUDIENCES IN DYNAMIC WAYS – IS THIS A FAIR ASSESSMENT? “Principles remain, practices change”, as the great

      5 min read

    • Article

      The Path to Better Decisions

      May 1, 2021

      Catastrophic decisions live on in the business lore as testament to the perennial difficulty of making good decisions. From the AOL-Time Warner merger to Blockbuster rejecting a partnership with Netflix, from J.C. Penney eliminating coupons to the de

      4 min read

    • Article

      Aim For The New Frontiers Of Work

      Sep 25, 2021

      Aim For The New Frontiers Of Work
      9 min read

    • Article

      Q & A

      Sep 1, 2021

      A few years back, you discovered what you consider to be the scariest scientific result you have ever encountered. What did you find? My team and I were studying Twitter and all of the verified true and false news stories that had spread on the platf

      6 min read

    • Article

      Language Matters.

      Jul 7, 2019

      Language Matters.
      7 min read

    • Article

      “The Process Of Designing, Testing, Prototyping And Perfecting Is Never Ending”

      Apr 6, 2023

      There are many things to do when starting a company. Find desk space, register the company, get a bank account, set up the website and all the other tasks that require different hats to be worn. If the idiom were reality, hatters and milliners would

      7 min read

    • Article

      Partnering with Start-Ups

      Jan 1, 2019

      You have said that many big, established corporations are in trouble. How so? A few things are going on. First of all, many of these ‘legacy companies’ have failed to keep up with their customers. I was recently chatting with some of Facebook’s leade

      5 min read

    • Article

      Nudge Your Way to Better Results

      May 1, 2017

      WHEN YOU FIRST SEE THE FLIES, it’s a bit unsettling. Your first reaction is that the washroom you are in is unhygienic; but you soon realize that the flies in the urinals of the men’s room at Amsterdam’s Schiphol Airport aren’t real: They are only im

      5 min read

    • Article

      Brain Trust

      Jun 6, 2018

      It’s declining because of two factors. One: there is a general move to question large organisations, governments and other institutions more broadly – not just brands – over the last 10 to 20 years. The other is the transparency that’s now available.

      4 min read

    • Article

      The Future Of Media

      Jul 7, 2019

      It’s quite confronting being forced to think five years in the future let alone what might not even be around in that time. A quick glimpse into the future is both exciting and terrifying all at once. I think the biggest things that will suffer/impro

      7 min read

    Reviews for Flipped

    0 ratings

    0 ratings0 reviews

    What did you think?

    Tap to rate

    Review must be at least 10 words