Word: product
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Thus innovators must master a value proposition: a crisp description of the problem their concept addresses, the distinguishing features of their approach, that approach's cost benefits and the reasons it is better than ones taken by competitors. The proposition doesn't just hone the pitch; it also aligns product development. Yet no matter how compelling that proposition is, innovation is a frustrating business. Hence the third discipline: the appointment of a champion who is insanely committed to the project. "We have a saying at SRI," says Carlson. "No champion, no project, no exception...
...addition is not much smaller than the museum's original building, a seven-story curiosity completed by Gio Ponti in 1971. Ponti was a significant figure in postwar Italian furniture and product design, but as an architect--he produced just a handful of buildings--he was the kind of man who could imagine that a castle keep, complete with a few stray crenellations and slit windows that any medieval archer would appreciate, was just the thing for an art museum. You can't really add to an armor-plated canister like the one he provided in Denver. So Libeskind...
...time and two part-time employees, he produces stock cards of his own design and wholesales them for $2 apiece (each retails for $4 to $4.50), fills wedding-invitation orders from retailers and does letterpress jobs for other designers. Webster's in it for the long haul. "The final product and the effect are what I'm in love with," he says...
...answer is that, for an American filmmaker, art and commerce are always in tension. The artist wants his film to be seen as he envisioned it. The businessman, who's taken millions to make the picture, also needs to satisfy his investors that the product will go into the widest market. A R-rated movie can play in any U.S. movie house; an NC-17 is verboten to many large theater chains and video stores, and will have trouble being advertised in newspapers...
...distributors of entertainment are not creators; they are vendors. Their job is to sell things to people - sell anything to anybody. In an unguarded moment, they'd probably tell you that that is their corporate responsibility. They know that you increase the potential profitability of any product by increasing its potential audience. If a 12-year-old will and can buy their violent movie or CD or video game, they will sell it to him. If the kid wanted beer and could buy it, they'd sell him that...