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Contents
Acknowledgements xiii
Introduction xv
Nine Greatest Selling Innovations 1
Idea 1 – ‘Making it easy, and cheap, for customers to buy’ (Sears) 1
Idea 2 – Dell deal direct 4
Idea 3 – Small is beautiful (Honda) 6
Idea 4 – Don’t build the product, license the idea (Thomas Edison) 7
Idea 5 – Check your mortgage at 3.00 am? Certainly, sir (First Direct) 9
Idea 6 – Bringing sex to the living room 12
Idea 7 – A non-trivial marketing campaign 13
Idea 8 – Pay in advance (Vodafone) 14
Idea 9 – Make your friends your customers (Amway) 16
Ten Greatest Bumper Sticker Strategies 19
Idea 10 – 3M 20
Idea 11 – BMW 20
Idea 12 – Federal Express 21
Idea 13 – Ikea 21
Idea 14 – Virgin 21
Idea 15 – Honda 21
