Using Thematic Thinking to Achieve Business Success, Growth, and Innovation
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Using Thematic Thinking to Achieve Business Success, Growth, and Innovation: Finding Opportunities Where Others Don't Look

Using Thematic Thinking to Achieve Business Success, Growth, and Innovation: Finding Opportunities Where Others Don't Look

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About the Book

Leverage hidden similarities and connections to succeed in new markets and avert emerging business risks! Firmly rooted in the latest cognitive science, Thematic Thinking helps you recognize your great opportunities and grave threats in distant but related industries and markets. If you're an executive, entrepreneur, or strategist, it will help you illuminate blind spots on your strategic maps and innovation processes, by radically redefining what you see as similar to your core business.   Using Thematic Thinking to Achieve Business Success, Growth, and Innovation explains why this approach to innovation works so well, and how to successfully apply it in your business. Using realistic business cases, the authors show:  How Thematic Thinking responds to today's radically shifting business environment, and the collapse of traditional market boundaries Why traditional approaches to innovation can often be counterproductive, and how to go beyond them How to systematically uncover deep similarities where most managers only see differences How to understand these similarities as immense new business opportunities – and uncover emerging risks you wouldn't otherwise notice until too late How to explore and combine themes, identify similarities, create and evaluate thematic ideas, organize for Thematic Thinking, and overcome obstacles to success Which Google manager would have imagined people substituting Facebook for Gmail? Which Nike manager recognizes the huge potential competitive threat now presented by Apple? With Thematic Thinking, linkages like this become clear – and innovative, once-hidden strategic options are revealed!

Table of Contents:
Preface    xv Chapter 1  Introducing Thematic Thinking: Start Seeing the World with Both Eyes    1 Strategic Opportunity Search    4 Recognizing Strategic Threats    6 Avoiding the Innovation Dead End: Reconsidering What’s “Distant” to Your Core Business    8 Takeaways    12 Chapter 2  Behind the Themes: How Thematic Ideas Are Motivated    13 Four Types of Motivation for Thematic Ideas    14 Improving the Experience    16 Achieving Customer Lock-On    19 Solving Problems    22 Reaching New Target Groups    26 Reaching Untapped Customer Groups: Base of the Pyramid Innovation    27 Insights from the Base of the Pyramid    30 Takeaways    35 Case Overview    35 Case Study: Safe Cooking    38 Chapter 3  Kind(s) of Similar: Defining the Basics of Thematic Thinking    41 Types of Similarity    42 Themes    45 Association    46 Complementarity    48 Sources of Thematic Similarity    50 Operation    52 Evaluation    54 Effect    55 Complementarity    56 Takeaways    57 Chapter 4  Exploring Themes    59 Different Kinds of Themes (Not All Themes Are Created Equal)    60 Creating New Themes (or Combining Existing Ones)    67 Thematic Distance    71 Abstract Themes    74 Analogies    76 Takeaways    79 Case Study: Washing Hands the Thematic Way    79 Chapter 5  The Thematic Power of Brands    81 Extending Brands    83 Coincidental Thematicness    87 Brand Alliances    91 Thematic Threats    97 Thematic Brand Extensions Do Not Work for Everyone    99 Brands as Themes    104 Takeaways    105 Case Overview    105 Case Study: Italians’ Lifestyle on the Road    107 Chapter 6  Thinking Thematic    111 Why Some Think Thematically and Others Don’t    112 How to Create Thematic Ideas—and Don’t Worry, Everyone Can Do This    119 Guided Thematic Thinking    122 Fictional Case Study 1: TMD Furnishings    123 How to Recognize a Thematic Idea When You See One    128 Takeaways    130 Fictional Case Study 2: The Coffee Team    131 Fictional Case Study 3: Tematech    132 Fictional Case Study 4: Lighthouse Theaters    133 Fictional Case Study 5: Tema Air    134 Your Task (For All Cases)    135 Chapter 7  Thematic Ideas in the Corporate Environment—Giving Them a Fighting Chance    137 What Makes a Good (Thematic) Idea?    139 Turning to Customers for Thematic Advice    141 Seeing the Whole Thematic Picture    144 Getting the Message Across    147 Surviving the Execution Gap    149 Selling Thematic Ideas    153 Takeaways    155 Case Study: Swedish Design Meets Chinese Technology    156 Chapter 8  Linking Technological Innovation to Thematic Thinking    159 The New Life of Mobile Phones    162 Apps    167 Putting Real Life Online    168 The Internet of Things    169 Home Automation    170 High-tech Health Care    172 Takeaways    174 Case Study: Teenage Consumption    174 Chapter 9  Wrapping Up: Think Thematic    177 1.) THemes: If there is no theme, it is not thematic    178 2.) INtegration: Entities should be integrated within ideas    179 3.) Keep practicing    180 4.) THematic ideas face great dangers in the corporate context    181 5.) Experience: To understand a theme, you need personal experience    182 6.) Many items make up a theme: Think big    183 7.) Association and cultural awareness matter    184 8.) Taxonomic ideas can be great, but you shouldn’t limit yourself to them    185 9.) Individuals differ in their preferences for ideas and kinds of similarities    186 10.) Customers’ perspectives should be taken    187 Glossary    189 Readings    195 Endnotes    199 Ch. 1    199 Ch. 2    201 Ch. 3    204 Ch. 4    207 Ch. 5    209 Ch. 6    211 Ch. 7    213 Ch. 8    214 Ch. 9    215 Glossary    216 Index    217  


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Product Details
  • ISBN-13: 9780133448085
  • Publisher: Pearson Education (US)
  • Publisher Imprint: Pearson FT Press
  • Language: English
  • Weight: 1 gr
  • ISBN-10: 0133448088
  • Publisher Date: 22 Apr 2014
  • Binding: Digital download
  • Sub Title: Finding Opportunities Where Others Don't Look


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Using Thematic Thinking to Achieve Business Success, Growth, and Innovation: Finding Opportunities Where Others Don't Look
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