How to Kill a Unicorn, Mark Payne
How to Kill a Unicorn, Mark Payne
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How to Kill a Unicorn
How the World's Hottest Innovation Factory Builds Bold Ideas That Make it to Market

Author: Mark Payne

Narrator: David Chandler

Unabridged: 10 hr 30 min

Format: Digital Audiobook Download

Publisher: Recorded Books

Published: 10/07/2014


Synopsis

Today, innovation is seen by business leaders and the media as the key to growth and success-a burning issue in every company, from startups to the Fortune 500. In this space, Fahrenheit 212 (dubbed "The Epicenter of Innovation" by Esquire) is viewed as a high-performance innovation SWAT team, able to solve the most complex, mission-critical challenges. In its first ten years of life, under Mark Payne, Cofounder, President, and Head of Idea Development, Fahrenheit 212 has worked with such giants of industry as Coca-Cola, Samsung, Hershey's, Starbucks, Mattel, Citibank, P&G, American Express, GE, and Goldman Sachs. It has been praised as a hotspot for innovation in publications like Fortune, Esquire, Businessweek, and FastCompany. What Drives Fahrenheit 212's success is its unique methodology; combining what it calls Magic-the creative side of innovation-with Money, the business side. They explore every potential idea with the end goal of bringing an innovative product to market in a way that will transform a company's business and growth. In HOW TO KILL A UNICORN, Payne pulls back the curtain on how the company is able to bring more innovative products and ideas successfully to market than any other firm, and offers inside accounts of how they solved their biggest challenges. Embedded in their approach to new ideas are hard-earned lessons about what separates innovations that work from those that don't. The lessons in HOW TO KILL A UNICORN are designed to help any innovator turn ambition, sweat and the alchemy of human imagination into real products that change people's lives. From the Fortune 500 C-suite exec, to the startup entrepreneur, to the next-door neighbor tinkering in his garage, this book defines new ways to drive innovation throughout any business, company or culture.

Reviews

Goodreads review by John on June 19, 2015

The central idea of this book is worthy of a five star book to convey the information. Unfortunately, this one isn't it. I summarize the book as you are dramatically improve the likelihood of successfully disrupting the marketplace when design products serving two (or three) masters - business strat......more

Goodreads review by Rachel on September 17, 2017

The three key points I took away from this book were: 1) To innovate, ensure you have a diverse,collaborative group of people who are willing to debate. 2) Mix magic people with money people 3) Be sure to put the HOW in the WOW. The examples used in this book to capture innovation in practice didn't bl......more

Goodreads review by David on May 29, 2016

(Snark warning) Customer experience people made a shocking discovery that an innovative idea has to be implementable to make it to the market. And for a well established company, there are existing assets, operating model and ecosystem complexities to consider. Then proposed a Benefit x Implementabil......more

Goodreads review by Devin on March 17, 2017

Required reading in my class Excellent book. I highly recommend it. As a matter of fact I actually recommend it every semester to my students studying Entrepreneurship. One of the best books on Innovation I've read in awhile.......more