Innovation That Gives Your Customers Exactly What They Want & Nothing More
Wow Your Customers With Less
Costovation solves the dilemma of how to spend less and innovate more. The book’s revolutionary approach broadens the definition of innovation beyond products to the business model itself. With Costovation, you let go of assumptions, take a fresh look at the market, and relentlessly focus on what customers really want. Packed with examples and interactive exercises, the book explores cost innovation strategies that work for big and small companies alike. From open innovation and cost-sharing to simplifying products and turning waste into new offerings—readers learn how rivals are carving out niches, protecting positions, and dominating industries. Innovation and cost-cutting are not opposites. Combined, they expose untapped opportunities to outsmart and underspend competitors.