Why read Lead the Pack?
Lead the Pack: Sparking Innovation that Drives Customers Wild will help you appreciate the major influence of psychology on innovation. Lead the Pack provides practical advice and tips on how to apply psychology to create innovations. With this knowledge, you will be able to empower your organization to embrace change and create products/services that deliver significant customer benefits. The innovations that you create will lead to unparalleled company success and customer satisfaction. The book is organized into three phases.
Phase I sets the stage by providing an overview of how psychology plays a role in the innovation process.
- Chapter 1 describes why it is difficult for people to leave behind the status quo and embrace change. We propose a strategic approach called complementary innovation that takes into account the tendency of people to resist change and maintain the status quo when developing innovative products/services.
- Chapter 2 describes the different psychological biases that influence people’s thinking and behavior about innovation and change.
- Chapter 3 defines innovation and identifies people’s tendencies to see the world from their own egocentric perspective.
- Chapter 4 introduces a different way of looking at how humans think about innovation. We propose an alternative approach, complementary innovation based on differentiation, to traditional advertising that stresses the importance of making the product available to customers as soon as possible so that they can discover the benefits. The direct experience of the product’s benefits leads to adoption of the innovation.
Phase II of the book explores how culture and society affects the acceptance and adoption of innovative products/services.
- Chapter 5 provides a way to look at customers in the context of their culture.
- Chapter 6 focuses on the role of customer needs in the acceptance and adoption process. It describes the types of needs customers are trying to fulfill and their motivation in making trade-offs to get what they desire, based on their individual make-up and the environment they live in.
- Chapter 7 presents a way to look at a product’s design to determine the optimal way of providing customers what they need in the most cost effective way.
Phase III brings it all together and prepares you for your own innovation journey.
- Chapter 8 presents three case studies that illustrate how a psychological approach can help you identify opportunities for innovation.
- Chapter 9 provides final thoughts on how to start your own innovation journey.
- Chapter 10 offers a culinary analogy to illustrate how a complementary innovation approach looks from the perspective of the company and the customer.
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Introduction - Innovation Journey
Chapter 1 - Why do old habits die hard? Surmounting the status quo through complementary innovation