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An easy-to-understand and easy-to-implement method for creating new ideas and new products This book blows the lid off the so-called "idea gurus" by demystifying the creation of great new innovations. It offers readers a way to look at their company's existing products and services in order to transform them into new ideas. Well-known and respected authors Steve Rivkin and Fraser Seitel take readers into the Idea-Scape, a place where innovation is born from existing ideas transformed and manipulated in inventive ways to produce new products and business solutions. Examples of methods outlined include: What can you combine with an existing idea? What can you adapt? How can you put a product to other uses? What can you eliminate? ...and much more.

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Book Details

ISBN: 9780471129561
ISBN-10: 0471129569
Format: Hardback
(234mm x 164mm x 21mm)
Pages: 240
Imprint: John Wiley & Sons Inc
Publisher: John Wiley and Sons Ltd
Publish Date: 15-Mar-2002
Country of Publication: United States

Other Editions


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Author Biography - Steve Rivkin

STEVE RIVKIN, former executive vice president of Trout & Ries, Inc., founded his own marketing consultancy in 1989. His clients include Kraft Foods, Johnson & Johnson, and Tiffany & Co. He is the coauthor with Jack Trout of three books on marketing strategy: Differentiate or Die (Wiley), The Power of Simplicity, and The New Positioning. FRASER SEITEL has been a communications counselor, lecturer, TV commentator, and teacher for thirty years and is a prominent public relations author. His book, The Practice of Public Relations, is the world's number one textbook, used by more than 300,000 students at 200 colleges and universities. In 2000, PRWeek named Seitel "one of the 100 most distinguished public relations professionals of the century." Contact the authors at www.IdeaWiseGuys.com

Books By Author Steve Rivkin



Hardback, November 2009
Differentiate or Die by Steve Rivkin

Differentiate or Die

Hardback, March 2008
Making of a Name by Steve Rivkin

The Making of a Name

Hardback, May 2004
Power of Simplicity by Steve Rivkin

The Power of Simplicity

Paperback, February 2001