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 Innovations
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 thirty 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.
