Spark: Be More Innovative Through Co-Creation Review

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(More customer reviews)John Winsor conducted interviews with leaders from successful corporations, who believe in the concept of innovative marketing as a means to promote their products. Industry leaders from corporations such as, Nike and LEGO Group are examples Mr. Winsor uses to express how innovative marketing works.
Mr. Winsor expertly organized the subject content of his chapters as if he was weaving a blanket. The book's organization, weaves the reader from one perspective of innovation to another. He starts his book with the different concepts of how individual leaders develop a TEAM. Then he weaves forward, tying into different perspectives, of a few COMPANIES that help create innovative environments for ideas to flourish. Once this part of the blanket is weaved, the book concentrates on the CUSTOMER base. In this section, Mr. Winsor weaves the different lessons of how the COMPANY'S TEAM can learn to understand their CUSTOMER base. By understanding the CUSTOMER, the innovative TEAM will know how best to anticipate and meet their customers needs. Finally, the blanket's completion is weaved, by adding the CULTURAL perspective of innovation. The book is finished with chapters on understanding the CULTURE environment. This final section brings the idea of innovative "Spark" of co-creation together for success. Lessons learned in this section provide ideas on how to develop community relations with "competitors, retailers, suppliers, the political environment," as well as consumers. Thus,the cultural environment helps the TEAM develop INNOVATIVE ideas that benefit CUSTOMERS, which will eventually produce profits for the COMPANY.
A great book that provides the reader with definitive proven, successful, innovative concepts that can be applied to any business. A must book to read for anyone who enjoys thinking outside the usual approach to marketing.


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