Posts By :

Paul Marsden

The Consuming Instinct [Speed Summary]

1080 412 Paul Marsden

The Consuming Instinct: What Juicy Burgers, Ferraris, Pornography, and Gift Giving Reveal about Human Nature Author: Gad Saad Publisher:  Prometheus Publication date: 2011 Reasons not Rationalisations Ask consumers the reasons why they buy the stuff they buy, and you’ll probably get rationalisations, not reasons. Rationalisations are the ‘justifications’ we make to ourselves – and to others…

read more

Ten Types of Innovation: The Discipline of Building Breakthroughs

1024 390 Paul Marsden

Ten Types of Innovation: The Discipline of Building Breakthroughs Author: Larry Keeley, Ryan Pikkel, Brian Quinn and Helen Walters Publisher:  John Wiley & Sons Publication date: 2013 Q: What’s the best way to fail at innovation? A: Do product innovation. This is the controversial message of a new hot book on innovation that’s getting glowing reviews – 10 Types…

read more

Creativity Inc [Speed Summary]

1024 390 Paul Marsden

Creativity, Inc. Overcoming the Unseen Forces That Stand in the Way of True Inspiration Author: Ed Catmull, Amy Wallace Publisher:  Bantam Press Publication date: 2014 Fear’s Dark Force What’s the secret to a successful innovation project? Fail early, fail fast, fail fearlessly. Every early failure is a door that closes on future wasted time, allowing you…

read more

Zero to One [Speed Summary]

1080 412 Paul Marsden

Zero to One: Notes on Start Ups, or How to Build the Future Author: Peter Thiel & Blake Masters Publisher: Virgin Publication date: 2014 Competition is for wimps. Real innovation should be about creating monopolies. That’s the central tenet of this season’s bestselling must-read blockbuster on innovation, Zero to One, from PayPal creator and innovation investor Peter…

read more

Next Generation Coke Life – Future-Proof or #Fail?

1024 535 Paul Marsden

Is Coke’s next-generation Cola, Coke Life with all the sweetness of regular Coke but with half the sugar (thanks to added steviol glycosides) – a winner?  Similar to the failed Pepsi Raw, Coke Life has a reduced equivalent of 6 tea-spoons of sugar per can, and is targeting “35- to 55-year-old consumers who are looking for a lower calorie cola…

read more

Apple iWatch’s Lesson for FMCG Innovation

976 502 Paul Marsden

Consumer tech and consumer staples (FMCG). Light years apart right?  What could Apple’s latest venture into wearable tech – (unofficially) codenamed iWatch – possibly teach us about innovation in FMCG? One HUGE lesson. Don’t be first, be better. Like the iPhone, the iPod, the Mac, the Apple TV, and iTunes, Apple’s new smart wristband is…

read more

The Lean Startup [Speed Summary]

1024 390 Paul Marsden

The Lean Startup: How Constant Innovation Creates Radically Successful Businesses Author: Eric Ries Publisher: Crown Publication date: 2011 As well as earning cult status as the innovator’s bible in Silicon Valley, The Lean Startup is being adopted by big brands as a fast, efficient and cost-effective framework for doing breakthrough innovation in new and unproven markets. Learning by Doing In essence, the message…

read more

Looking Good: The Psychology of Good Design

1080 496 Paul Marsden

Does your product concept look good?  Well, it should.  Looks matter. Vision is our dominant sense, and how a product looks will drive trial, adoption, sales and profitability.  Products that look good sell more, to more people, more often and for more margin. This means that concept development should be designed with design in mind. But what, exactly,…

read more

Gen Y Ad “Misunderstood” Wins 2014 Creative Emmy

150 150 Paul Marsden

Want a powerful insight into Gen Y?  Then look at this ‘Misunderstood’ ad that has just won the Emmy Award for 2014′s Outstanding Commercial. The ad, for Apple’s iPhone (Park Pictures – TBWA\Media Arts Lab) explores the generational fault line between Gen Y and their elders.  Are we a generation of self-absorbed slaves to digital screens, or part of a new creative generation…

read more

Seeing What Others Don’t [Speed Summary]

1024 390 Paul Marsden

Seeing What Others Don’t – The Remarkable Ways We Gain Insights Author: Gary Klein Publisher: PublicAffairs Publication date: 2013 What is insight anyway? Ever wanted to nail the definition of insight simply and clearly? Eminent cognitive psychologist Dr Gary Klein, renowned for his work on how people make decisions in practice – rather than theory, has a simple and clear definition for…

read more