Breakthrough Zone (PDF)

A breakthrough is a discontinuous change that makes new things
possible and takes performance in a market to a new level. This
book is about creating breakthroughs in large organizations where
so much energy is often committed to existing activity. Drawing on
their wide experience of working with top companies including
British Airways, BUPA, and Carphone Warehouse, Ray Langmaid and Mac
Andrews argue that it is customers themselves who are best-placed
to conceive great new products and services, but that they will
need time and trust to work out how these might best be created.
Traditional ways of talking to customers such as focus groups lack
honesty and place perceptual barriers - what is needed is a new
approach that is open, honest and ongoing. The solution is the
Breakthrough Zone, a creative meeting of customer and executives in
which desires are unlocked and needs identified. Versatile enough
to be used with groups of any size, this process is built on
personal relationships, and proven to generate really innovative
ideas for brand extensions and product development.

Provides the tools and techniques to enable you to get closer to
your customers - a step-by-step guide shows you how to implement
the 'Breakthrough Zone' process

Explores why this type of communication is so much more effective
than focus groups or traditional database-driven approaches to
engaging in customer dialogue

Previous innovations generated in the Breakthrough Zone include
BA's 'Beds for Business', BT's 'It's Good to Talk' and new market
strategies for VISA and Dell