Monetizing Innovation

A Revolutionary Challenge to Traditional Thinking About Innovation "In a world in which nearly three-quarters of all new products or services miss their revenue and profit goals, Monetizing Innovation should be required reading for all product and marketing leaders. I cannot overstate the importance of this groundbreaking new work." -Leela Srinivasan, Chief Marketing Officer, Lever "I must really compliment the authors on writing a first-rate book. They stress the importance of starting an innovation project with marketing and pricing in mind before building anything. More specifically, they show how companies need to carefully identify the target market and the price that the target customers would be willing to pay for the innovation, as if it were already available." -Philip Kotler, S.C. Johnson & Son Distinguished Professor of International Marketing, Kellogg Graduate School of Management and author of "Winning at Innovation" "Madhavan Ramanujam is to monetization strategy is what Bob Marley is to reggae music. You must read this book." -Bill Gurley, Board member of Uber and General Partner at Benchmark "We launch a new collection twice a year, so a systematic approach to monetizing these innovations is critical for us. The practical, effective and counterintuitive guidance in Monetizing Innovation has helped us tremendously." -Christoph Kargruber, Executive Vice President of Innovation & Product Management, Swarovski "The lessons in this book are highly relevant for the automotive industry, where we can expect to see more change in the next 5-10 years than we saw in the last 50. As General Motors continues to lead this change in the industry, Monetizing Innovation will be an excellent blueprint for maintaining competitive advantage." -Stefan Jacoby, Executive Vice President & President International, General Motors "Optimizely uses the principles outlined in this book, which remind us that the products we deliver to our customers must align to their willingness to pay for them. This book offers invaluable lessons for growth companies at all stages." -Dan Siroker, Co-Founder and CEO, Optimizely