Summary of How to Kill a Unicorn

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How to Kill a Unicorn book summary


9 Overall

10 Applicability

8 Innovation

7 Style


Innovation expert Mark Payne presents new, real and valuable ideas about creativity. He paints a convincing picture of how you can make your innovation process more effective and distinctive if you incorporate your core business concerns from the start. However, he warns, considering all of your stakeholders as you innovate requires rigor and focus. Anyone who is innovating should read Payne’s manual and pay attention to his multilevel, practical and useable “Money & Magic model.” getAbstract recommends Payne’s approach to businesspeople who are interested in creativity, innovation, product development or corporate culture.

About the Author

Mark Payne is co-founder, president and head of idea development at the innovation consulting firm Fahrenheit 212.


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    Benoît Bucco 1 year ago
    Really interesting in the way Payne challenges common beliefs around creativity deeply rooted in business routine (ie avoid any critic or assessment while brainstorming, embrace failure as much as success...). Quite useful for organization seeking to use innovation as a key strategic business driver and not just as a nice team building moment!

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