New Book Dares Big Brands to Innovate Like Start-Ups
A Must Read to Accelerate Successful Innovation in 2014
January 14, 2014 – CINCINNATI–(BUSINESS WIRE)–Hunter Thurman, Founder of Thriveplan, the innovation lab that creates new product success for consumer brands, today released his new book Brand Be Nimble: How Big Brands Can Thrive by Innovating Like Start-Ups that outlines a fresh process for achieving disruptive brand innovation in Corporate America.
In the book, Thurman urges large brands to take cues from garage brands, the freewheeling often-bootstrapped start-up brands born amid yard tools and bicycles. Start-ups have an innovation edge because they are nimble, flexible and move quickly. Though big brands have greater resource pools, they suffer from legacy processes, red tape and sometimes paralysis of choice. Thurman demonstrates how big brands can garner lessons from these agile start-ups.
Great ideas begin in the garage
“In the garage, things move fast. Ideas are born, vetted and pursued or retired in the course of a day,” said Thurman. “The cost of failure is relatively cheap, but for big brands this isn’t the case and a brand marketer is handcuffed by scale. The key is to adapt nimble entrepreneurial techniques so they work on a big scale.”
A deep dive into how the start-up world operates provides helpful answers to how corporate brands can innovate more nimbly, as does Thurman’s extensive background in Evolutionary Design, which harnesses evolutionary psychology, consumer neuroscience and human-centered design.
“Big brands are frequently getting out-maneuvered by smaller more nimble competitors,” Thurman continued. “It’s time someone showed big organizations how to get out of their own way and create cutting-edge innovation once again.”
ABOUT THE AUTHOR
As the Founder of Thriveplan, the innovation lab that creates new product success for consumer brands, Hunter’s experience spans from Fortune 500 companies to brilliant-but-bootstrapped startups. Hunter leads global brands to renewed growth leveraging rich experience across every consumer packaged goods category, as well as counsels promising start-ups in the ways of strategic thinking that lead to market success for new products and services. One of his creations is sure to be in your home right now.
Hunter Thurman, 2014, Brand Be Nimble: How Big Brands Can Thrive by Innovating Like Start-Ups. Available for purchase at Amazon.com .