Return on Ideas

David Nichols is a marketing coach who “makes us feel like we can achieve everything we want” according to one of his global brand director clients. He teamed up with David Taylor in 2006 to become a Managing Partner of the brandgym, a consultancy that coaches teams to create a clear brand vision and the action plan to turn this into growth. He has led brand vision and innovation projects for many global companies and brands including Castrol, Vodafone, Unilever and Cadburys.David is the author of “Brands & Gaming: The computer gaming phenomenon and its impact on brands and business” published by Palgrave Macmillan in 2005, cataloguing the rise and rise of a new global cultural phenomenon that is going to change the marketing landscape forever.He started his career at OC&C Strategy consultants, moving on to the marketing consultancy Added Value where he spent 11 years rising to be Managing Director of the UK, including stints in Paris and as MD in Australia.David has written and produced three full scale musicals and managed a professional improv troupe, The Impro Musical, working with Tony Slattery, Eddie Izzard and Greg Proops.He has a first class degree in Aerospace Engineering from Bristol University and in his spare time is an aerobatic pilot.Contact David at davidn@thebrandgym.com

• About the Author xiiiAcknowledgements xv1. This is getting us nowhere 1What is the problem? The Funnel 12. How to navigate this book 5Segmenting users 7PART I: The Case Study 113. The Calippo Shots story 13Headlines 13The Ice Cream scene 14Starting with a clear vision 15Generate lots of high quality ideas 16Quickly getting down to the best ideas 18Building the best ideas into winning mixes 19After launch 20Key takeouts 20Handover 21PART II: The Challenge 234. Innovation isn't working 25Headlines 25Innovation's the thing 25Innovation isn't 28Funnels Don't Work 29Ten ways funnels stifle innovation 32A dizzying conclusion 46Key takeouts 53Checklist: Is innovation being stifled by your funnel? 53Handover 54PART III: The Core Idea 555. A new innovation paradigm: The Rocket Motor 57Headlines 57Innovation is, in fact, Rocket science 58Key takeouts 66Handover 676. Rocketing: Destination 69Headlines 69Being clear 69Hamster-wheeling 73Begin with the end in mind 74Key takeouts 91Checklist : Destination 91Handover 927. Rocketing: Combustion 93Headlines 93Not enough good ideas 937.1 Continuous Insight Fuel 95From insight to fuel 95360-degree Insight 96360-degree Insight Sources 977.2 Multiple Ignition In Parallel 110Igniting the insight fuel 110Parallel processing 110Lisa and Mac 114Practical Ignition Tools 1157.3 3 Bucket Principle 128What it is 128Grave-robbing 1317.4 Coda: A whole year view of Innovation 134The 15% rule 134Your typical year 134Key takeouts 136Checklist: Combustion 137Handover 1378. Rocketing: Nozzle 139Headlines 139From Whittle to 'Wow' 139Picking winners is a lottery 140Show business: Theatre Rules 143Poor external screening 150Show business: Idea Power 150Key takeouts 157Checklist: Nozzle 157Handover 1589. Rocketing: Expander 159Headlines 159Keeping positive 159Innovation Antibodies 160Expand not evaluate 161Be a builder not a knocker 162Execution is everything 170Get real feedback 170Launch then tweak 176Key Takeouts 177Checklist: Combustion 177Handover 178PART IV: The Entertainment 17910. Ten innovations that make it look easy 181Innovation shortcuts 181New brands are innovations too 182The 10 Innovations 183PART V: The Practicalities 20511. Doing it faster 207Headlines 207It always takes longer than you want it to 208Case Study: Project Blues for Unilever Foods 209The Approach 209Plan in decisions 210Smaller teams 212Parallel Ideation 214Real-time insight 216Fast agencies 217Blues: The result 218Key takeouts 218Checklist: Doing it faster 218Handover 21912. Avoiding the pitfalls 221Headlines 221Pitfalls and Pratfalls 222Nine innovation pitfalls 223No. 1: Oops, the product is useless 223No. 2: 'Not invented here' syndrome 226No. 3: The 'could it be. . . ?' killer 229No. 4: Over-testing 231No. 5: Killing by proxy 233No. 6: The off-guard boss 235No. 7: 'Yes, but. . .' 237No. 8: Poor casting 238No. 9: Giving up 240Handover 242Appendix: Rocketing toolkit 243Index 255