The Innovative Lean Machine: Synchronizing People, Branding, and Strategy to Win in the Marketplace, 1st Edition (Hardback) book cover

The Innovative Lean Machine

Synchronizing People, Branding, and Strategy to Win in the Marketplace, 1st Edition

By Anthony Sgroi, Jr.

Productivity Press

264 pages | 104 B/W Illus.

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Hardback: 9781482245271
pub: 2014-09-26
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Description

In order for an organization to thrive in a competitive business environment, its strategy, people, and branding must be fully optimized. The Innovative Lean Machine: Synchronizing People, Branding, and Strategy to Win in the Marketplace explains how to use Lean principles and visual tools to maximize these core components in any business.

The book demystifies theory with examples of the various visual tools any organization can rely on during the idea generation, product development, and branding processes. Filled with easy-to-follow graphics, charts, and tables, the text provides a simple, yet effective, series of visual frameworks that readers can immediately apply with little or no difficulty.

Describing how to ensure your business planning reflects what is most valuable to your customers, this resource presents the insights of a creative thought process that drives innovative solutions. It considers the key aspects of Lean that can help you drive innovation in the development of your organization’s branding, strategy, and in the selection and management of its people. It also includes discussions on the characteristics of highly effective and trustworthy people.

After reading this book, you will better understand how to use Lean tools to build a stronger brand, build better market strategies, and identify and retain effective people. You will also gain an understanding of what it takes to align all organizational activities to ensure maximum value for your customers while relentlessly driving out waste.

Reviews

Tony Sgroi's new book is well organized, well written, and well worth reading. It's the only book I know that documents everything you need to do to build a successful company: brand, people, and strategy.

—Al Ries, Legendary Branding Strategist, Bestselling Author, and Originator of the Concept of Positioning

Tony Sgroi presents the key drivers for a winning company. By following his creative frameworks for building a recognized brand, developing a strong market strategy, and selecting great people to drive innovation, consumers will beat a path to your door.

—Philip Kotler, S. C. Johnson & Son Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University

The Innovative Lean Machine describes an insightful and very practical approach to developing the front-end market / branding strategy for your firm. The most difficult challenge in optimizing the new product development process is gaining a deep and empathic understanding of your market and your customer. This highly readable book provides unique and valuable tools to accomplish this goal. An excellent addition to your Lean enterprise bookshelf.

—Ron Mascitelli, PMP, Author of Mastering Lean Product Development

Tony Sgroi's new book hits it out of the park. His path to branding, marketing, and strategy is methodical and on target. Tony strikes at core necessities required in building a successful company. This is the 'how-to' branding and strategy manual!

—Rick Constantine, Vice President of Marketing & Global Business Unit Leader, Acme United Corporation

Table of Contents

An Effective Business

Introduction

Branding: A Credible Source

Stellar People

Strategy

Creative Innovation

A Highly Effective Organization

The Creative–Innovative Squeeze

The Synchronized Organization

Effectiveness: The Strategic Move

Conclusion

BRANDING: CREATING AND SUSTAINING A CREDIBLE AND REPUTABLE SOURCE

Visual Branding

Introduction

The First Parameter of Branding

The Second Parameter of Branding

The Third Parameter of Branding

The Fourth Parameter of Branding

The Branding Icon

Four Steps of Differentiation

Conclusion

Being First

Introduction

People Remember the "First-To"

Mindshare Is Key

Owning a Word or Concept

Focusing on a Subcategory

Imitation Barriers

Becoming a Generic

If You Are the Category Leader

If You Are a Follower

Conclusion

Brand Focus

Introduction

Line Extensions

Focus on a Single Attribute

Focus on Being the Low-Cost Provider

Focus on Premium Products

Focus on Incredible Customer Service

Quality and Reliability

Keep It Simple

Conclusion

Effective Brand Communication

Introduction

The Oversimplified Message

One-Word Commands

Power of the Name (a Brand Is Only a Word)

Slogans

The Logo (Shape Matters)

Promote the Category

Repositioning

Sticky Communications

Advertising

Conclusion

Brand Credentials

Introduction

Endorsements

The First to Understanding the Unique Selling Position

Demonstrating the Difference

Being the Market Leader

Highest Quality

Owning a Niche

Heritage

Being the Best in Class

Attribute Ownership

Technology Ownership

Conclusion

EFFECTIVE PEOPLE: IDENTIFY AND EMPOWER THEM

The Cross-Functional Entrepreneur

The Cross-Functional Entrepreneur

Entrepreneurial System Designer

Teams of Responsible Experts

The Four Traits of Stellar People

The First Parameter of Stellar People

The Second Parameter of Stellar People

The Third Parameter of Stellar People

The Fourth Parameter of Stellar People

The People Icon

Conclusion

Competence and Character: The Core of Trust and Leadership

Introduction

Competence: A Skilled Contributor

Trust

The First Wave of Trust

Character: Core 1—Integrity

Character: Core 2—Intent

Competence: Core 3—Capabilities

Competence: Core 4—Results

The Second Wave of Trust

Leadership

Creativity

Customer Understanding

Technology Understanding

Internal and External Negotiation

Prioritization

Execution

The Unscattered Thinker

Ideating around Nonwork Activities

Attitude

Passion

Simplistic

Continual Improvement

Team Player

Confidence

Conclusion

Tools and Purpose

Introduction

Tools

Basics

Nice-to-Haves

The Greatest Gadgets

Safe Work Environment

Software

People Resources

Financial Resources

Purposeful Environment

Candor

Purposeful Management Systems

Expectation of Company Objectives

Management Consistency

Mentoring and Coaching

Pay and Incentive

Conclusion

STRATEGY: KEEP IT CONSISTENT WITH THE BRAND

Visual Strategy

Introduction

The First Parameter of Strategy

Functional Solutions

Utility

Emotion

The Second Parameter of Strategy

The Third Parameter of Strategy

The Fourth Parameter of Strategy

The Strategy Icon

Strategy: The What, Who, and How

Conclusion

A Qualitative View of Strategy

Introduction

The Five-Slide Approach in Finding the Big Idea

Discussion Questions for Slide One

Discussion Questions for Slide Two

Discussion Questions for Slide Three

Discussion Questions for Slide Four

Discussion Questions for Slide Five

Marketing Concepts

Finding and Filling Needs

Responsive Marketing

Anticipative Marketing

Need-Shaped Marketing

Supplying Products in Short Supply

Supplying Improved Products

"Must-Be" Requirements

One-Dimensional Requirements

Attractive Requirements

Supplying Products New to the World

Conclusion

A Quantitative View of Strategy

Introduction

Functional Solutions: Utility

Emotion

Visual Depiction of Products and Product Features

Conclusion

A Study of Function and Emotion

Introduction

A Quick Review of Value

Brief Review of Function and Emotion

Functional Aspects

Doing a Job Better

Doing a Job Faster

Doing a Job More Easily

Doing a Job More Safely

Providing More Convenience

Providing a Solution to Highly Skilled Tasks

Providing a Solution That Requires Specialized Tools

Emotional Aspects

Conclusion

PUTTING IT ALL TOGETHER

Building Effective Teams

Introduction

The Team of Responsible Experts

Roles of the Project Leader (ESD)

ESDs Understand Customers

The Four Behavior Styles

The Four Styles

Analytical

Driver

Amiable

Expressive

Conclusion

Aligning Business Activities

Introduction

The Core Competence and Competitive Advantage

The Synchronized Organization: Aligning Brand Position to Market Strategy

The Individual Aligning Activities

Creating Icons Aligned to a Relevant Market Condition

Conclusion

Epilogue

Notes

Index

About the Author

Anthony Sgroi, Jr., is a broadly experienced innovative thinker with a rare combination and proven track record in the disciplines related to customer fulfillment. Mr. Sgroi is highly experienced in the fields of engineering, manufacturing, and law, with a strong understanding of marketing and business strategy. He has considerable experience in defining value-added customer offerings utilizing the principles of Lean product development.

Mr. Sgroi has worked for many well-known companies in the areas of product development. He has developed a multitude of products that are currently on the market today. Mr. Sgroi began his career in the areas of product design and procurement. After successfully launching several products, he decided to broaden his skill set by studying business, where he acquired a strong interest in marketing and strategy. This understanding allowed him to make strong contributions across the various disciplines of business. Understanding the level of importance and to differentiate himself further, Mr. Sgroi successfully passed the patent bar, where he is admitted to practice before the US Patent and Trademark Office regarding patent matters. He is the holder of numerous patents, with several pending in the areas of compressed butane lighters, hydrogen generating devices for fuel cells, and various inventions related to cleaning tools.

Mr. Sgroi has several forms of hands-on experience and multiple degrees from the University of New Haven in West Haven, Connecticut. His degrees are in physics and mechanical engineering, and he graduated magna cum laude. He also holds a master’s degree in business administration. He is the author of The Innovative Lean Enterprise.

Subject Categories

BISAC Subject Codes/Headings:
BUS053000
BUSINESS & ECONOMICS / Quality Control
BUS070050
BUSINESS & ECONOMICS / Industries / Manufacturing Industries
MED002000
MEDICAL / Administration