Renovate Before You Innovate

Renovate Before You Innovate

Renovate Before You Innovate

Why Doing the New Thing Might Not Be the Right Thing

by Sergio Zyman

Many companies rely too heavily on innovation to solve their problems, and they attempt to start over with something fresh to revive old and tired businesses. Innovation sounds great. But it is often the lazy approach to marketing, and it typically doesn’t work. In Renovate Before You Innovate, Sergio Zyman preaches the power of renovation to accelerate and sustain top-line growth. It starts with recapturing the essence of your existing brands, products and core competencies and doing more of the things that made your business great in the first place. It includes redefining your competitive space and creating preference for your business, and it provides the most compelling customer experience.

What You'll Learn

  • How an obsession with innovation has caused companies to lose track of what has made them successful.
  • Why renovation is a better alternative to innovation in driving top-line growth.
  • How renovators can leverage their organizations' core essence to grow their business organically.
  • How market leaders can renovate the way they think, the way they market, and the way they price their goods and services.
  • How to clearly articulate where your company is, and where you want it to be in the short and long term.
  • How to define your competitive space and create preference for your brand.
  • How to more precisely segment your customers in ways that lead to actionable intelligence.
  • What you must do to create a meaningful experience for your customers.
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