"Applying Zyman's years of experience as the chief marketing officer of the Coca-Cola Company and the practical knowledge gained from his consulting work across many different industries, Renovate Before You Innovate offers practical tools to rejuvenate your company and drive sustainable, profitable growth. Among other things, you'll learn the crucial difference between your core essence and your core competency, how to rethink your value proposition, and how to avoid the five innovation pitfalls. Each lesson is brought to life with real-world examples from dozens of high-profile companies, including classic innovation failures such as New Coke, RJR Nabisco's smokeless cigarettes, and Taco Bell Lites."--BOOK JACKET.