Description
Business struggles to be innovative about everything these days, except the process of innovation itself -- until now!
When the world-class Japanese com- pany Nissan began blue-skying its year-2000 product line, it developed a hot new planning method, kept confidential until now. The Nissan Report reveals this new method in action. It offers a unique insight into how any company can keep a fresh and bold perspective on what its identity is and what its products should be.
Nissan's approach to innovation was to invent not a new kind of expert but a new kind of generalist to help creatively plan products. They assembled top thinkers in a variety of fields-naturalist Peter Warshall, anthropologist Mary Catherine Bateson, former NASA astronaut Rusty Schweickart among others and drew on their unusual ideas to understand products, customer "hot buttons," how to decide what business a company is really in, and other issues that help them scope out the changing marketplace.
The reader of The Nissan Report will find new insights into the key precepts of creative planning:
- knowing what customer needs you really serve
- setting up systems that make good use of customer feedback
- using advertising to enhance-not hype-your reputation winning customer trust
The result is an "innovative method of innovation" that is as bold as it is basic and adaptable to any business. If you read "beyond the box" of the car business, this report could have as much impact on your business as it has had on Nissan's.
ISBN: 9780385421270
