Stealing Genius: The Seven Levels of Adaptive Innovation
May 2022 · Sound Wisdom
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176
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About this ebook
Improvement is not innovation…and innovation is essential if your aim is to survive in today’s business environment.
Stealing Genius lays the foundation for a dramatic, and long-overdue, shift in 21st-century strategic marketing and branding. Most executives and decision-makers are now focused on improving what they already have. They want better versions of the products and services they know about or understand. However, fixating on improvement in today’s world is a dangerous path—one that ultimately leads to commoditization and irrelevance.
Targeting your time, attention, and resources on innovation, by contrast, means identifying something that does not exist right now in any form—something that will create a powerful, uncopyable experience for your target customer.
In order to be successful both today and in the future, you need to separate yourself from the competition by practicing the breakthrough principle of Adaptive Innovation—what Steve Miller calls Stealing Genius™. How? By delivering an experience that the competition either cannot or will not attempt to copy. This is literally impossible if you stick to what is already familiar to you, because whatever is familiar to you and your customers is likely to be familiar to your competition. You must create a new experience that is unique to you and that fosters a powerful emotional attachment with your target customer.
Featuring dozens of real-life case studies from a wide range of industries, Stealing Genius outlines Miller’s proven six-step process for creating an uncopyable experience. You’ll learn how to:
Stealing Genius lays the foundation for a dramatic, and long-overdue, shift in 21st-century strategic marketing and branding. Most executives and decision-makers are now focused on improving what they already have. They want better versions of the products and services they know about or understand. However, fixating on improvement in today’s world is a dangerous path—one that ultimately leads to commoditization and irrelevance.
Targeting your time, attention, and resources on innovation, by contrast, means identifying something that does not exist right now in any form—something that will create a powerful, uncopyable experience for your target customer.
In order to be successful both today and in the future, you need to separate yourself from the competition by practicing the breakthrough principle of Adaptive Innovation—what Steve Miller calls Stealing Genius™. How? By delivering an experience that the competition either cannot or will not attempt to copy. This is literally impossible if you stick to what is already familiar to you, because whatever is familiar to you and your customers is likely to be familiar to your competition. You must create a new experience that is unique to you and that fosters a powerful emotional attachment with your target customer.
Featuring dozens of real-life case studies from a wide range of industries, Stealing Genius outlines Miller’s proven six-step process for creating an uncopyable experience. You’ll learn how to:
- Do more than think outside the box—you’ll build a new box completely
- Identify your “Moose,” the distinctive customer/client profile for which you are hunting
- Leverage insight from daily experience, personal heroes, and organizations outside your industry to better serve your customers
- Flip the competition by doing the exact opposite of what those in your industry are currently doing
- Maximize your strategic innovation by bringing in a Stealing Genius™ facilitator
About the author
Meetings & Conventions Magazine calls Steve Miller the Idea Man for his nontraditional, no-spin approach to marketing and branding. Steve calls himself Kelly’s Dad. That’s who he is.
His business title is Marketing Gunslinger. He helps businesses grow by achieving Uncopyable Superiority. Since founding The Adventure LLC in 1984, Steve’s consulting clients have ranged from entrepreneurs to Fortune 100 corporations, including Proctor & Gamble, Greystar Real Estate, Caterpillar, Starbucks, Philips Electronics, and Coca-Cola. He’s also consulted for North America’s largest exhibitions, including AEM’s CONEXPO-CON/AGG, the International Manufacturing Technology Show, the International Home & Housewares Show, the Work Truck Show, and the Sweets & Snacks Expo.
Steve has presented over 1500 speeches and workshops around the world in 126 different industries, including the prestigious TED Conference. Besides his seven books, Steve has written for and been featured in over 250 publications, including Fast Company, Business Week, Fortune, Wall Street Journal, Washington Post, and Highlights for Children. (Okay, he made that last one up.) Learn more about Steve at UncopyableTheBook.com.Follow on Twitter: @SteveAMiller
His business title is Marketing Gunslinger. He helps businesses grow by achieving Uncopyable Superiority. Since founding The Adventure LLC in 1984, Steve’s consulting clients have ranged from entrepreneurs to Fortune 100 corporations, including Proctor & Gamble, Greystar Real Estate, Caterpillar, Starbucks, Philips Electronics, and Coca-Cola. He’s also consulted for North America’s largest exhibitions, including AEM’s CONEXPO-CON/AGG, the International Manufacturing Technology Show, the International Home & Housewares Show, the Work Truck Show, and the Sweets & Snacks Expo.
Steve has presented over 1500 speeches and workshops around the world in 126 different industries, including the prestigious TED Conference. Besides his seven books, Steve has written for and been featured in over 250 publications, including Fast Company, Business Week, Fortune, Wall Street Journal, Washington Post, and Highlights for Children. (Okay, he made that last one up.) Learn more about Steve at UncopyableTheBook.com.Follow on Twitter: @SteveAMiller
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