Improvement is not innovationâŚand innovation is essential if your aim is to survive in todayâs business environment.
Stealing Genius lays the foundation for a dramatic and long-overdue shift in 21st-century strategic marketing and branding. Most executives and decision-makers are now focused on improving what they already have. However, fixating on improvement in todayâs world is a dangerous pathâone that ultimately leads to commoditization and irrelevance.
Targeting your time, attention, and resources on innovation, by contrast, means identifying something that does not exist right now in any formâsomething that will create a powerful, uncopyable experience for your target customer.
In order to be successful both today and in the future, you need to separate yourself from the competition by practicing the breakthrough principle of adaptive innovationâor Stealing Genius. How? By delivering an experience that the competition either cannot or will not attempt to copy. You must create a new experience that is unique to you and that fosters a powerful emotional attachment with your target customer.
Featuring dozens of real-life case studies from a wide range of industries, Stealing Genius outlines Millerâs proven six-step process for creating an uncopyable experience. Youâll learn how to:
Do more than think outside the boxâyouâll build a new box completely Identify your âmooseâ, the distinctive customer/client profile for which you are hunting Leverage insight from daily experience, personal heroes, and organizations outside your industry to better serve your customers Flip the competition by doing the exact opposite of what those in your industry are currently doing Maximize your strategic innovation by bringing in a Stealing Genius facilitator Create a truly original brand experience and start pioneering in your industry by implementing the game-changing process of Stealing Genius.