Monetizing Innovation av Madhavan Ramanujam, Georg Tacke

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<p><b>Surprising rules for successful monetization</b></p><p>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. </p><p>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.</p><p><b>Monetizing Innovations argues that this is tragic, wasteful, and wrong.</b></p><p>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 ope