Dangerous Guide to Leading Innovation: How You Can Turn Your Team into an Innovation Force

A&C Black
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Are you a manager who feels that you are blocking your team's creative potential? If so, Dangerous Leadership for Innovation is the book for you.

This practical guide to innovation and creativity not only shows managers how to define and focus their team's creativity before implementing their innovation ambitions, but it will also show how to nurture new creativity and keep teams fizzing with engergy for innovation. The reader will learn how to use techniques, games and scenarios to help their team to grow, learn and succeed using innovation. This book's personal approach to innovation and leadership combines beliefs, behaviours, skills and capabilities to help unleash a team's creativity.

The Dangerous books feature myth-busting approaches to a range of business challenges, backed up with exercises and real-life examples of how Impact's strategies have transformed the organisations they've worked with.

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About the author

Impact Innovation is a business agency that specialises in helping clients come up with new ideas for products and services. Their clients include the BBC, Cadbury, GlaxoSmithKilne, Habitat, John Lewis, the RAC, Unilever and Tesco. In 2004 they won the Management Consulutancy Association's (MCA) Gold Award for Change Management as a result of their Tesco Projects.

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Additional Information

A&C Black
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Published on
Nov 7, 2011
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Business & Economics / Customer Relations
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Content Protection
This content is DRM protected.
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Everyone knows that the best way to create customer loyalty is with service so good, so over the top, that it surprises and delights. But what if everyone is wrong?


In their acclaimed bestseller The Challenger Sale, Matthew Dixon and his colleagues at CEB busted many longstanding myths about sales. Now they’ve turned their research and analysis to a new vital business subject—customer loyalty—with a new book that turns the conventional wisdom on its head. 

The idea that companies must delight customers by exceeding service expectations is so entrenched that managers rarely even question it. They devote untold time, energy, and resources to trying to dazzle people and inspire their undying loyalty. Yet CEB’s careful research over five years and tens of thousands of respondents proves that the “dazzle factor” is wildly overrated—it simply doesn’t predict repeat sales, share of wallet, or positive wordof-mouth. The reality: 

Loyalty is driven by how well a company delivers on its basic promises and solves day-to-day problems, not on how spectacular its service experience might be. Most customers don’t want to be “wowed”; they want an effortless experience. And they are far more likely to punish you for bad service than to reward you for good service.

If you put on your customer hat rather than your manager or marketer hat, this makes a lot of sense. What do you really want from your cable company, a free month of HBO when it screws up or a fast, painless restoration of your connection? What about your bank—do you want free cookies and a cheerful smile, even a personal relationship with your teller? Or just a quick in-and-out transaction and an easy way to get a refund when it accidentally overcharges on fees?

The Effortless Experience takes readers on a fascinating journey deep inside the customer experience to reveal what really makes customers loyal—and disloyal. The authors lay out the four key pillars of a low-effort customer experience, along the way delivering robust data, shocking insights and profiles of companies that are already using the principles revealed by CEB’s research, with great results. And they include many tools and templates you can start applying right away to improve service, reduce costs, decrease customer churn, and ultimately generate the elusive loyalty that the “dazzle factor” fails to deliver. 

The rewards are there for the taking, and the pathway to achieving them is now clearly marked.

From the Hardcover edition.
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