<img alt="dcsimg" id="dcsimg" width="1" height="1" src="//www.qsstats.com/dcsuuvfw300000gkyg9tnx0uc_3f7v/njs.gif?dcsuri=/index.php/c/a/Past-News/Book-Brief-Renovate-Before-You-Innovate&amp;WT.js=No&amp;WT.tv=10.4.1&amp;dcssip=www.cioinsight.com&amp;WT.qs_dlk=XG71Dp8W3tXpNdEdWo0BYwAAABE&amp;">
 

Book Brief: Renovate Before You Innovate

By Paul B. Brown  |  Posted 09-01-2004 Print
Well, you can't say he doesn't know the subject matter.

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. Renovation—by which he means revitalizing what you already have—is 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.



 

Submit a Comment

Loading Comments...
eWeek eWeek

Have the latest technology news and resources emailed to you everyday.