Buy the Book
A huge number of products come to store shelves every year. But many experts estimate 90% of them fail and leave the shelves just as quickly. Why the unpredictability? Why the failures? We believe it’s the absence of clarity and clarity comes when all participants are willing to be vulnerably honest about their needs.
The Consumer Clarity Approach is designed to create the clarity required to create great ideas, that meet the consumer’s real needs and can break through the chaos in the marketplace.
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What Readers Are Saying
Modern look at Innovation and delighting customers
The authors obviously have a lot of experience in product innovation and working with big and small clients. There is both a synthesis of the practical application of proven methods like Jobs To Be Done and an original framework describing how to break through in today's marketplace. The quotes throughout are very helpful in delivering their message and examples bring great context to illustrate the points being made about how to overcome the innovation killers which lead to the failure of most innovations. Highly recommended.
— Jim A. Close, Director New Ventures,
Procter and Gamble
Excellent primer on modern product innovation!
This short book is a superb introduction to the perils and pitfalls of product innovation, the marketplace realities that innovators face , and strategies on how to overcome all of these hurdles. The text is a balanced combination of what companies must face when innovating new breakthrough products and forward-thinking solutions to getting the best out of your marketing or innovation teams. All in all, this book can actually act as a primer and ideation outline for how to approach innovation in a practical and productive way. The authors definitely know what they're talking about and are clearly pulling from decades of real world experience. Highly recommended!
— Mark Mattimore, Lead Strategist,
Stephens Direct
A Solution-Focused Perspective on Innovation
Unlike most other books on innovation that simply list the ways to identify innovation fails (or how to learn from successful innovators), Overcoming the Innovation Killers refreshingly provides the therapeutic remedies to each of the three main “Killers”
It’s also a joy to hear on Audible with author Jeff Jones’ folksy mastery of storytelling propelling the material forward with equal parts self-deprecation and enthusiasm. In other words, the coolest college professor you ever had. Either way, rather than bog down its concepts in dry business-speak, you’ll be delighted with its many entertaining (and relevant) nods to pop culture.
From the C-suite to middle managers and everyone in between, if you’re ready for a book on innovation that focuses on the solutions, this one is “killer.” Bonus Points for admitting they don’t have ALL the answers, too. Highly recommended.
Mark Smith, Executive Copy Director & Storyteller,
Synergistic
(edited for length)
Meet the Authors
Dennis Devlin is the founder and Chief Executive Officer of Consumer Clarity. The firm operates as a marketing insights and strategy firm based in Cincinnati, Ohio. Since 2009, the firm has partnered with consumer manufacturers, consumer service providers, marketing agencies and nonprofits to help drive growth by leveraging insights.
Dennis Devlin, Chief Executive Officer,
Consumer Clarity
Dennis.Devlin@consumerclarity.com
Jeff Jones is the Chief Innovation Officer of Consumer Clarity. He’s spent decades as a marketing, insight and innovation leader, partnering with some of the largest companies in America including Disney, Darden Restaurants, Kelloggs, P&G, SunnyD and others.
Jeff Jones, Chief Innovation Officer,
Consumer Clarity
Jeff.Jones@consumerclarity.com
Get a Freebie
The 5 Essentials Worksheet is a 5-page document that walks you thought the 5 basic questions that will get you started on a successful innovation project.
Get started with the 5 Essentials of Innovation, a worksheet that walks you through the key questions that must be answered to have a successful innovation experience. This worksheet gives you a good overview of the Consumer Clarity Process
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