"The secrets to successful innovation are revealed in Innovating the Corporation, the guide to shaking your company to its foundation through new attitudes and approaches to customers, products, and processes." "Authors Thomas Kuczmarski, Arthur Middle-brooks, and Jeffrey Swaddling are nationally recognized experts in the marketing of new products and services. Their Guaranteed Innovation System has helped hundreds of companies - in all kinds of industries - establish the processes and politics that make innovation a powerful force for change and growth."

"You'll be asked to take a good, hard look at what you really want. Are you ready to take risks? Reward failure? Make innovation a top priority? Dedicate staff to the innovation effort and show up at meetings to support their work? To take hold and become rooted in company culture, innovation needs consistently eloquent champions whose passion is genuine and credible." "Compelling examples from real-world corporations illustrate the wisdom and applicability of each step in the Guaranteed Innovation System. You may be surprised to learn that it's planning and strategy, rather than technology, that most often point the way to breakthrough products. With the Guaranteed Innovation System in place, everybody wins."--Jacket.