About the Book

How dynamic businesses of every size can unleash innovation by inviting customers to co–design what they do and make.

Reading line: The 8 Roles Customers Play in Trend–Setting Companies

The refrain is familiar for Patricia Seybold in her journeys as a top technology and management strategist: "I want our company to be acknowledged as the most admired and most customer–valued in our industry and to be recognized as the company that has forever changed the way things are done." "How can we become the Google of banking?" "How can we be the eBay of software?" "I want to be the JetBlue of manufacturing."

"How can we become the undisputed trend–setter in our industry–with a competitive bar no one can topple?"

In Outside Innovation, bestselling author Seybold taps her close relationship with dozens of high–innovation companies to reveal the untold strategy behind the trendsetters and the next HUGE leap forward in customer strategy. Seybold shows that companies that are dominating their category and staying ahead of the pack are collaborating at every level of their business with their customers.

Critical Praise

“Outside Innovation is a landmark book in its revelations on customer-led innovation.” — Tom Stemberg Founder and Former CEO Staples, Venture Partner, Highland Capital Partners

“Seybold makes a compelling case for recruiting your most passionate customers and letting them help drive the pace of innovation.” — Tom Kelley, General Manager, IDEO, and Author of The Ten Faces of Innovation

“An inspiring book that will change your business and help you compete in ways uniquely attuned to the 21st century.” — John Seely Brown, Former Chief Scientist, Xerox Corp. and Director of its Palo Alto Research Center (PARC), and Co-author of The Only Sustainable Edge

“A thoughtful and insightful practitioner’s guide to the rapidly emerging world of customer- and user-led innovation.” — Eric von Hippel, Professor and Head, MIT Innovation and Entrepreneurship Group

“Seybold lays out the path in the brave new world of instant feedback, customer-generated content, and truly free speech.” — Guy Kawasaki, Managing director, Garage Technology Ventures

“No one knows better than Seybold how companies must change to take advantage of the new rules of business.” — Alan Deutschman, Senior Writer, Fast Company

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Product Details

• ISBN: 9780061977015
• ISBN 10: 0061977012
• Imprint: HarperCollins e-books
• On Sale: 10/06/2009
• List Price: $4.99
• BISAC1 : BUSINESS & ECONOMICS / Business Communication / General
• BISAC2 : BUSINESS & ECONOMICS / Consumer Behavior
• BISAC3 : BUSINESS & ECONOMICS / Customer Relations
• BISAC4 : BUSINESS & ECONOMICS / Marketing / Research
• BISAC5 : BUSINESS & ECONOMICS / Personal Finance / Money Management