{"product_id":"book-i1o3","title":"The Heart of Innovation","description":"\u003cb\u003eFour innovation experts from the startup world, large enterprises, nonprofits, and academia come together to reveal the secret of uncovering authentic demand to build successful innovations.\u003c\/b\u003e\u003cbr\u003e\u003cbr\u003eBooks on innovation mostly focus on how to nurture innovative cultures and brainstorm ideas. \u003ci\u003eThe Heart of Innovation\u003c\/i\u003e is the first popular book to concretely delve into what innovations really are and how to create them. Many attempts at innovation fail because customers turn out to be indifferent. The key to success is to uncover unmet authentic demand; what customers cannot be indifferent to. Through fresh case studies, ranging from how SoulCycle revolutionized the fitness industry, to how IBM built an $8 billion business on the Web, to a single mother ending abuse in a slum in Africa, \u003ci\u003eThe Heart of Innovation\u003c\/i\u003e explores how authentic demand is often hidden or taken for granted.\u003cbr\u003e\u003cbr\u003eThe first half of the book explores cases where people accidentally found their way to meeting an unmet authentic demand—or failed to. The second half of the book provides a field guide to methodically identifying and building products, services, and businesses around authentic demand.","brand":"Ascent Audio","offers":[{"title":"Audiobook","offer_id":49353300803888,"sku":"BDi1o3","price":12.99,"currency_code":"USD","in_stock":true},{"title":"Audio CD","offer_id":49353300869424,"sku":"ZEi1o3","price":35.99,"currency_code":"USD","in_stock":true},{"title":"Audio MP3-CD","offer_id":49353300934960,"sku":"ZMi1o3","price":45.95,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0879\/2784\/9264\/files\/i1o3-cover.jpg?v=1763014901","url":"https:\/\/downpour.com\/products\/book-i1o3","provider":"Downpour","version":"1.0","type":"link"}