Best Book Title
** THE HUMMER and the MINI ** (Robyn Waters)
This is a book on trends where the author, Robyn Waters (former trendmeister at Target), contends consumer trends emerge from discovering trend/countertrend paradoxes such as … luxurious commodities, less is more, and healthy indulgences. Smart stuff. Smart title.Golden Raspberry Award for Over-Promising and Under-Delivering
** OUTSIDE INNOVATION ** (Patricia Seybold)Co-creation is a hot marketing topic these days and OUTSIDE INNOVATION promises to show us how to harness customer innovation to design better products and programs from the outside in. Unfortunately, the book under-delivered on its promise. I struggled to read through this chunky 400-page book and when I did finish it, I was left uninspired and uninformed on how to exactly weave customer innovation into the company creation process.
