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So whats the alternative? Zyman now preaches the power of renovation, not innovation. Recapture the essence of your existing brands, products, and core competencies, and do more of the things that made you great in the first place. For instance, Coca- Colas essence was about authenticity, continuity, and stability, and New Coke undermined all three qualities. It seems obvious in retrospect, yet too many managers are so impressed by innovation that they approve ideas no one will buy, such as premoistened toilet paper or smokeless cigarettes.
With Renovate Before You Innovate, Zyman explains the tools managers need to revitalize their marketing strategies and improve their growth rates. This book will challenge the conventional business wisdom and help companies make smarter decisions.
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