In 'Monetizing Innovation,' Madhavan Ramanujam and Georg Tacke unravel the secrets of converting groundbreaking ideas into lucrative products. They challenge the myth that innovation is solely about creativity, emphasizing the essential role of monetization strategies. Through compelling case studies and practical frameworks, the authors guide readers to identify customer needs and align their value propositions accordingly. This book is a masterclass for entrepreneurs and business leaders aiming to enhance profitability through smart innovation. Dive in to discover how the right approach can turn visionary concepts into financial success.
By Madhavan Ramanujam, Georg Tacke
Published: 2016
"Innovative ideas are worth nothing until they are effectively monetized; the real challenge lies not in the creation, but in the conversion of vision into value."
Surprising rules for successful monetization 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. 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. Monetizing Innovations argues that this is tragic, wasteful, and wrong. 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 opens the door to true game change: You can stop hoping to monetize, and start knowing that you will. The authors at Simon Kucher know what they’re talking about. As the world’s premier pricing and monetization consulting services company, with 800 professionals in 30 cities around the globe, they have helped clients ranging from massive pharmaceuticals to fast-growing startups find success. In Monetizing Innovation, they distil the lessons of thirty years and over 10,000 projects into a practical, nine-step approach. Whether you are a CEO, executive leadership, or part of the team responsible for innovation and new product development, this book is for you, with special sections and checklist-driven summaries to make monetizing innovation part of your company’s DNA. Illustrative case studies show how some of the world’s best innovative companies like LinkedIn, Uber, Porsche, Optimizely, Draeger, Swarovski and big pharmaceutical companies have used principles outlined in this book. A direct challenge to the status quo “spray and pray” style of innovation, Monetizing Innovation presents a practical approach that can be adopted by any organization, in any industry. Most monetizing innovation failure point home. Now more than ever, companies must rethink the practices that have lost countless billions of dollars. Monetizing Innovation presents a new way forward, and a clear promise: Go from hope to certainty.
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“Innovative ideas are worth nothing until they are effectively monetized; the real challenge lies not in the creation, but in the conversion of vision into value.”
Monetizing Innovation
By Madhavan Ramanujam, Georg Tacke
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Madhavan Ramanujam is a distinguished author and thought leader recognized for his expertise in product management and innovation. He is the co-author of the acclaimed book 'Growth Factory,' which transcends conventional business thinking by providing actionable insights on how to drive sustainable growth in organizations. Known for his analytical approach and engaging storytelling, Ramanujam combines data-driven strategies with real-world examples, making complex concepts accessible to a diverse audience. His writing style is characterized by clarity, wit, and a deep understanding of market dynamics, which resonates with both practitioners and scholars.
Georg Tacke is a distinguished author and expert in the field of sustainable finance and energy transition. With a profound commitment to promoting sustainable practices, Tacke has written several influential works, including 'The Green Economy: A Pathway to a Sustainable Future' and 'Financing the Energy Transition.' His writing is characterized by a lucid and engaging style, making complex financial and economic concepts accessible to a wide audience. Known for his insightful analysis and thought-provoking perspectives, Georg Tacke continues to contribute significantly to the discourse on sustainability and finance.
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