Cap sur l’Océan Bleu : Au-delà de la concurrence
Par les auteurs du best-seller international Stratégie Océan Bleu (3,6 millions d’exemplaires vendus)
Que vous soyez une start-up en mal de trésorerie, une association ou une grande entreprise engoncée dans la bureaucratie, Cap sur l’Océan Bleu vous montrera comment échapper à l’hyper concurrence des océans rouges pour atteindre les marchés vierges et la croissance exponentielle des océans bleus.
En adoptant la théorie océan bleu, de nombreux dirigeants et managers du monde entier se sont aperçus qu’ils étaient coincés dans un océan rouge. Ils avaient besoin de mesures concrètes et d’un processus systématique qui leur permettraient de créer et de capturer leur océan bleu.
Avec Cap sur l’Océan Bleu, W. Chan Kim et Renée Mauborgne relèvent ce nouveau défi en analysant et en comparant les succès et les échecs de projets océan bleu du monde entier issus du mouvement qu’ils ont initié il y a près de trente ans. Dans différents secteurs – B2C, B2B, secteur public, secteur sans but lucratif, administration… – ils décrivent le processus de création de nouveau marché et de croissance qui libère autant la créativité que la confiance en soi.
Cap sur l’Océan Bleu regorge d’exemples inspirants et concrets sur la façon dont plusieurs dirigeants ont réussi à passer d’un océan rouge à un océan bleu en suivant le processus et en appliquant les outils décrits. Ce livre vous montre, étape par étape, comment créer de la confiance et engendrer une nouvelle croissance. Vous y apprendrez :
- POURQUOI se concentrer uniquement sur la concurrence vous prive d’énormes opportunités de croissance et COMMENT élargir votre réflexion sur la stratégie au-delà de la concurrence ;
- POURQUOI il est limité de penser que la création destructive et la disruption sont les seules sources d’innovation et COMMENT vous pouvez vous développer à travers la création non-disruptive ;
- COMMENT n’importe qui et pas seulement les entrepreneurs dans n’importe quelle organisation peut passer d’un océan rouge à un océan bleu grâce au processus systématique en cinq étapes de Cap sur l’Océan Bleu ;
- POURQUOI la confiance en soi est essentielle pour créer et exécuter votre stratégie de croissance et COMMENT la construire ;
- POURQUOI vous ne devriez pas construire votre stratégie de croissance en vous basant sur les conditions existantes de votre industrie et COMMENT vous pouvez les façonner en votre faveur.
Riche d’enseignements issus du terrain, Cap sur l’Océan Bleu est un livre indispensable pour tous ceux qui cherchent de nouvelles solutions de croissance dans un monde en profonde mutation.
Quarante ans plus tard, il est devenu milliardaire et l un des acteurs mondiaux les plus influents de l économie numérique. Alibaba, l entreprise qu il a créée en 1999, joue à égalité avec les géants américains comme Amazon. Ses sites de commerce en ligne attirent chaque année plus de 400 millions de clients. Il investit également dans les médias, la finance en ligne, la santé, le
cinéma et les vignobles français.
Quels sont les ressorts secrets de cette trajectoire exceptionnelle, alors qu il n appartient pas à la classe des « héritiers rouges » ? Comment a-t-il construit son groupe face à des concurrents redoutables et à un pouvoir chinois mal à l aise avec le monde de l Internet ?
C est ce que retrace Duncan Clark, dans un récit passionnant, déjà traduit en seize langues, et qui raconte aussi le
grand tournant de la Chine vers la société de consommation.
Sprint: Résoudre les problèmes et trouver de nouvelles idées en cinq jours
Une méthode utile pour les équipes de toutes tailles, de la start-up naissante aux groupes du Cac 40. Pour toute personne qui a une opportunité, un problème, ou une idée, et qui a besoin des réponses rapides.
Inside the Box: A Proven System of Creativity for Breakthrough Results
“It worked!” I told Jacob Goldenberg, my friend and coauthor of this book. “They used the method, and used it well.” Although it was late for us to be on Skype given the seven-hour time difference between Cincinnati and Jerusalem, Jacob was eager to hear how my latest class had gone. Jacob and his colleagues in Israel, Roni Horowitz and Amnon Levav, had developed a new method of creativity and had been teaching it to corporate executives, engineers, marketing professionals, and other business leaders all over the world. Still, this latest class of mine was a true test of whether the method was fail-proof and reliable as we all believed.
Yes it was, I was happy to report. One of the students in particular had achieved the kind of creative breakthrough Jacob and I had hoped for—and which we’d seen happen time and time again with seasoned professionals. I had handed sixteen-year-old Ryan an ordinary flashlight and, after walking him through the required steps of the method, instructed him to invent something new. Ryan’s invention was a simple modification of the flashlight’s on-off switch. He created a switch that would also act as a dimmer, changing the brightness of the light as needed. This may not seem to be a particularly exciting idea to you, and it’s not the most revolutionary idea we’ll introduce in this book. But listen to the circumstances.
Ryan was part of a group of special-needs students at the Hughes Center High School in Cincinnati. These students had various cognitive and motor limitations, including autism and learning disorders. Ryan has Down syndrome. Despite his cognitive limitations, he was able to learn and successfully use the same method that you will learn here, a method in use by leading corporations and inventors around the world.
A METHOD TO INNOVATE
The traditional view of creativity is that it is unstructured and doesn’t follow rules or patterns. That you need to think “outside the box” to be truly original and innovative. That you should start with a problem and then “brainstorm” ideas without restraint until you find a solution. That you should “go wild” making analogies to things that have nothing to do with your products, services, or processes. That straying as far afield as possible will help you come up with a breakthrough idea.
We believe just the opposite. We’ll show you that more innovation—and better and quicker innovation—happens when you work inside your familiar world (yes, inside the box) using what we call templates. We don’t make that claim lightly. Jacob, Roni, Amnon, and their advisors, professors David Mazursky and Sorin Solomon, developed this method of creativity inspired by the work of pioneering researcher Genrich Altshuller. Altshuller discovered that creative solutions have an underlying logic that can be defined and taught to others. His focus on patterns in engineering solutions stimulated Jacob and his partners to ask the same questions about patterns in highly innovative products and services.
By 1999, this team had studied hundreds of successful products to see what made them different from similar products. What they found will surprise you. You’d think that new and innovative products would be quite different from each other. In fact, inventive solutions share certain patterns, patterns that can be formed into templates. These templates regulate our thinking and channel the creative process in a way that makes us more—not less—creative.
We believe innovators from all corners of the world have used templates in their inventions for thousands of years, most of them without realizing it. Those templates are now encoded like DNA into the products and services you see around you.
Surprisingly, the majority of new, inventive, and successful products result from only five templates: subtraction, division, multiplication, task unification, and attribute dependency. These templates form the basis of the innovation method called Systematic Inventive Thinking (SIT). In the twenty years since its inception, the method has been expanded to cover a wide range of innovation-related phenomena in a variety of contexts. By using Systematic Inventive Thinking, companies have produced breakthrough results in many types of situations and in every part of the world. In this book we focus on the basic techniques and principles that are at the method’s core and that make it unique.
You may have been struck by the word systematic in Systematic Inventive Thinking. Most people are. We know it sounds counterintuitive, the notion that creativity can be systematic. Yet it can be. The method also happens to be very effective at making creativity accessible to anyone. And by using the method, you will be consciously harnessing templates mankind has used intuitively for ages to create new ideas.
Does it work? Royal Philips Electronics, a world-leading electronics firm, used the “Subtraction” technique to revolutionize the DVD market. Remember when DVD players looked like the traditional bulky VCR players, with a confusing number of buttons and displays on the front panel? The Philips team used our approach to develop a DVD player controlled by a handheld device. The result: a slimmer, cheaper, easier-looking, and easier-to-use DVD machine. Philips’s solution redefined the DVD market and established a new design standard for today’s DVD players and other home electronics. That was just one of 149 usable ideas Philips generated using SIT on that occasion.
Samsonite, the world’s largest travel bag company, used the “Task Unification” technique to expand into the college backpack market. Backpacks, especially for college students, cause back and neck strain due to the weight of their contents: textbooks, laptop, and so on. Instead of padding the straps like all others, the Samsonite team created a way to use the heavy weight as a comfort advantage. The straps are shaped so that they press softly into the wearer’s shoulders at strategically located “shiatsu points” to provide a soothing massage sensation. The heavier the contents, the deeper the sensation and the more stress-relieving for the wearer.
Pearson Education, the world’s leading education company, used the “Multiplication” technique to create a new course designed specifically for students who failed pre-algebra or algebra and needed a different approach to studying these subjects. By the way, it’s just a coincidence that the multiplication technique was helpful with the math curriculum; that same technique also led Pearson to invent a new audio planning coach that helps teachers plan their lessons and to create a new web-based approach to customer service.
In this book, we’re going to teach you how to apply our inside-the-box approach to develop any type of product, service, or process. We’ll illustrate each technique with lots of examples, both from clients we’ve worked with and from the world at large.
Consider, for example, Bill Frisell, one of the leading jazz guitarists since the late 1980s. He is known for using an array of electronic effects (delay, distortion, reverb, octave shifters, and volume pedals, to name a few) to create unique sounds from his instrument. One of Frisell’s favorite techniques to devise new sounds is to imagine having only one of the guitar’s six strings available to him. He subtracts the others by restricting himself to playing on one string and forcing himself to make more creative music. Bill Frisell became more creative when he worked inside the box—that is, confined to a guitar but with some key elements subtracted.
In situation after situation, the same five templates keep showing up as keys to innovation. The more you learn about this approach, the more you will start to see the five techniques being applied to solve tough problems and create all sorts of breakthroughs.
100 Things Every Designer Needs to Know About People
We design to elicit responses from people. We want them to buy something, read more, or take action of some kind. Designing without understanding what makes people act the way they do is like exploring a new city without a map: results will be haphazard, confusing, and inefficient. This book combines real science and research with practical examples to deliver a guide every designer needs. With it you’ll be able to design more intuitive and engaging work for print, websites, applications, and products that matches the way people think, work, and play.
Learn to increase the effectiveness, conversion rates, and usability of your own design projects by finding the answers to questions such as:
What grabs and holds attention on a page or screen?
What makes memories stick?
What is more important, peripheral or central vision?
How can you predict the types of errors that people will make?
What is the limit to someone’s social circle?
How do you motivate people to continue on to (the next step?
What line length for text is best?
Are some fonts better than others?
These are just a few of the questions that the book answers in its deep-dive exploration of what makes people tick.
It details the design sprint, what it is, how it is done, and what it’s advantages are. Within that context, there’s lots of helpful processes explained, like mind mapping and green dot voting. There’s lots of techniques and tips to help keep a task team focused and engaged, and to keep the thought process moving at a fast pace, while keeping the possibilities of dangerous groupthink down.
Supply lists are included which I found to be very helpful. It’s a book that teams can use, even if they don’t adopt the entire process. For instance, if the team wants to try a new adoption of the techniques and decides to focus on just a few activities, they can use the book’s clear instructions in 1.,2.,3. format along with supply lists, and tips to help prep in advance.
Machine, Platform, Crowd: Harnessing Our Digital Future
« The two academic authors from MIT, who became the pin-up boys of the Davos crowd for their previous book on The Second Machine Age, do a neat job of scanning the technological horizon and highlighting significant landmarks. » Financial Times
We live in strange times. A machine plays the strategy game Go better than any human; upstarts like Apple and Google destroy industry stalwarts such as Nokia; ideas from the crowd are repeatedly more innovative than those from corporate research laboratories.
Andrew McAfee and Erik Brynjolfsson know what it takes to master this digital-powered shift: we must rethink the integration of minds and machines, of products and platforms, and of the core and the crowd. The balance now favours the second element of the pair, with massive implications for how we run our companies and live our lives. McAfee and Brynjolfsson deliver a penetrating analysis of a new world and a toolkit for thriving in it. For start-ups and established businesses or for anyone interested in the future, Machine, Platform, Crowd is essential reading.
This Is Service Design Doing: Applying Service Design Thinking in the Real World
How can you establish a customer-centric culture in an organization? This is the first comprehensive book on how to actually do service design to improve the quality and the interaction between service providers and customers. You’ll learn specific facilitation guidelines on how to run workshops, perform all of the main service design methods, implement concepts in reality, and embed service design successfully in an organization.
Great customer experience needs a common language across disciplines to break down silos within an organization. This book provides a consistent model for accomplishing this and offers hands-on descriptions of every single step, tool, and method used.You’ll be able to focus on your customers and iteratively improve their experience.
Move from theory to practice and build sustainable business success.
The Innovator′s Toolkit: 50+ Techniques for Predictable and Sustainable Organic Growth
A compendium of tools and techniques that every innovator needs
The Innovator′s Toolkit is an essential companion for every innovator, innovation team leader, operations manager, and corporate change agent who needs to drive organic growth. Written and presented in an easy–to–use reference format, the book helps users understand why, when, and how to apply each technique for maximum benefits and results. The fifty–plus tools and techniques in this book are organized around a framework for identifying innovation opportunities, generating new and unusual ideas, selecting the best ideas for further refinement, and implementing new solutions that better meet customer expectations.
This revised second edition includes significant updates to nearly two dozen techniques
Also offers several brand new techniques, including Idea Harvesting and Treatment, Seventy–six Standard Solutions, and Six Thinking Hats
This updated and revised edition of The Innovator′s Toolkit simply helps innovation leaders, managers, and specialists do their jobs better than ever before giving them more confidence, greatly reducing the chance of expensive failures, and packing more practical innovation knowhow under one cover than ever before.
The 5-Star Customer Experience: Three Secrets to Providing Phenomenal Customer Service
New The 5-Star Customer Experience book reveals Three Secrets to Providing Phenomenal Customer Service. These secrets help you understand where you are now, what to do, and how to improve the Customer Experience your business delivers. This book will show you…
- Why Customer Experience Innovation is vital for the sustainable growth of your company’s revenue
- A practical way for creating a Customer Experience Blueprint that wows the customers and brings in the profit for the business
- How to use Customer Journey Mapping tools including step-by-step guides and examples with illustrations to optimize cost efficiency
“If You Want To Ensure Long-Term Business Success, Then You Will Find Dr. Ohtonen’s Book Invaluable – A Must-Read Blueprint For Putting The Customer At The Heart Of Your Organization.” – Marcos Moret, Managing Director
“An Awesome Read – You Will Find Yourself Inspired To Approach The Challenge Of Becoming More Customer-Centric In A Structured And Methodical Way.” – Anthony Pearmain, Customer Experience Consultant
“I Realized How Important It Is That The Whole Company Works Together To Achieve More Customer Centric Approach. This Is Not A Book To Be Read Just By The Business Owners Or Decision Makers; It Is A Useful Book To Be Read By People At All Organizational Levels In All Industries.” – Jenna Heinonen, MBA, HR Professional
Besides the practical how-to guidance, the book includes a wide variety of real-world case examples. From these, the readers will discover not only what works well but also the hard lessons some companies have learned are now revealed. The 5-Star Customer Experience unravels the secret of how to understand, design and improve Customer Experience in your business, whatever your level. Part of the proceeds from this book are donated to charity.
Trend–Driven Innovation: Beat Accelerating Customer Expectations
Beat accelerating customer expectations.
Every business leader, entrepreneur, innovator, and marketer wants to know where customers are headed. The problem? The received wisdom on how to find out is wrong.
In this startling new book, the team at trendwatching.com share a powerful, counter–intuitive truth: to discover what people want next, stop looking at customers and start looking at businesses. That means learning how to draw powerful insights from the way leading brands and disruptive startups from Apple to Uber, Chipotle to Patagonia redefine customer expectations.
Sharing the secrets that have led thousands of the world′s most successful brands and agencies to rely on trendwatching.com for over a decade, Trend–Driven Innovation is the book that will reconfigure your view of the business world forever.
- How to spot emerging trends using three crucial building blocks, and how to recognize the expectation gaps that herald opportunity.
- Why most professionals focus on precisely the wrong trends and innovations, and how to avoid this.
- How to turn trends and insights into innovations that customers will love.
Amid the endless change that defines today′s business environment, opportunity is everywhere. Highly practical, and featuring real–world examples from around the world, Trend–Driven Innovation is the actionable, battle–tested manual that will enable you harness those opportunities time after time. Setting you up to build an organization that matters, products customers lust after, and campaigns people can′t stop talking about.
The Signals Are Talking: Why Today’s Fringe Is Tomorrow’s Mainstream
Amy Webb is a noted futurist who combines curiosity, skepticism, colorful storytelling, and deeply reported, real-world analysis in this essential book for understanding the future. The Signals Are Talking reveals a systemic way of evaluating new ideas bubbling up on the horizon-distinguishing what is a real trend from the merely trendy. This book helps us hear which signals are talking sense, and which are simply nonsense, so that we might know today what developments-especially those seemingly random ideas at the fringe as they converge and begin to move toward the mainstream-that have long-term consequence for tomorrow.
With the methodology developed in The Signals Are Talking, we learn how to think like a futurist and answer vitally important questions: How will a technology-like artificial intelligence, machine learning, self-driving cars, biohacking, bots, and the Internet of Things-affect us personally? How will it impact our businesses and workplaces? How will it eventually change the way we live, work, play, and think-and how should we prepare for it now?
Most importantly, Webb persuasively shows that the future isn’t something that happens to us passively. Instead, she allows us to see ahead so that we may forecast what’s to come-challenging us to create our own preferred futures.