The Innovative Lean Machine : Synchronizing People, Branding, and Strategy to Win in the Marketplace book cover
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The Innovative Lean Machine
Synchronizing People, Branding, and Strategy to Win in the Marketplace




ISBN 9781482245271
Published September 26, 2014 by Productivity Press
264 Pages - 104 B/W Illustrations

 
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Book 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.

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

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Author(s)

Biography

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.

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