Summary of Something Really New

Three Simple Steps to Creating Truly Innovative Products

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Something Really New book summary
Some people, and companies, are just born creative. But, if you’re not a natural, you can learn it.


6 Overall

6 Applicability

6 Innovation

5 Style


Too many books on innovation get bogged down in theory or assume that coming up with new ideas is both the point of innovation and its most important step. In contrast, Denis J. Hauptly cuts through the nonsense with a focus on the customer. Originality, in and of itself, isn’t enough, Hauptly says. He encourages innovation that results in useful, beautiful, interesting and profitable products, providing ideas and procedures you can use right away. He also provides “innovation workouts” that ask you to come up with products that solve common problems, and a list of readings. His book could be better organized, but getAbstract recommends it to product developers, for whom it will provide useful tools, and marketers, who must deal with a culture intoxicated by the next big thing.

In this summary, you will learn

  • What three questions you should ask about your products to become more innovative
  • How to think about innovation
  • How to make your organization more creative


Ask the Questions
Few businesses can survive simply by producing a commodity cheaply and efficiently. Instead, they must find a way to distinguish their gadget from everyone else’s and to carve out a market niche that is theirs alone. Differentiating yourself in the market creates a “halo...
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About the Author

Denis J. Hauptly is vice president for technology strategy with a Swiss-based company and has held product-development positions with several companies.

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