Renovate Before You Innovate: Why Doing the New Thing Might Not Be the Right Thing
By Sergio Zyman with Armin A. Brott
Portfolio, September 2004 256 pages, $24.95
Well, you can't say he doesn't know the subject matter. Zyman, who was in charge of marketing when the Coca-Cola Co. introduced (and then pulled just 77 days later) New Coke, argues here that innovation is a) over-rated, b) costly and c) dangerous since it can potentially distract a company from what it does best. Renovationby which he means revitalizing what you already haveis easier, he contends (because you already have a customer base) and faster (because you already have most of the expertise in-house). While Zyman lays out a framework for how to renovate efficiently, his major contribution is getting you to think about improving what you have before trying something radically new.
This article was originally published on 09-01-2004