Catalyzing Innovation

Michelle Greenwald’s "Catalyzing Innovation" is an engaging and fascinating read from start to finish! Each chapter presents a new type of innovation illustrated through countless descriptions and images of how brands from around the world use that type of innovation in their advertising, products and services. Reading this book allowed me to gain new insight into the world of innovation and it has changed my way of seeing the world around me. I find myself identifying the kinds of innovation I come across every day while applying different types of innovation to my own endeavors. Whether this is your introduction to innovation or you are more familiar with innovation, "Catalyzing Innovation" will open your eyes to the fact that there is far more innovation in your day to day life than you could have ever imagined!

Michelle brings all of her considerable knowledge from a wide range of industries and experiences to “Catalyzing Innovation”. She sparks ideas for products, services and marketing innovation by providing over 69 different ways brands can innovate beyond the obvious and usual. In a most engaging visual and practical way, there are examples across industry and from around the world.

This book opened a whole new perspective on innovation for me! I love the layout by category and the visuals are stunning. I have lots of ideas swirling in my head now as to how we teach students to innovate.

I think the book is fantastic! It serves as a reference manual to create new ideas as well as an inspiration tool. Mainly, I like that it has more than 300 visual examples, that it’s global, and that it’s divided into more than 60 chapters, which portrays innovation from multiple angles. Also, I liked the innovation guide process in the last chapter of the book. For innovators, your book is key, so they don’t miss relevant creative work that they might not have seen before and it allows them to be more global and increase their innovative/creative “cultural” level. Non-innovators will love it as well, especially those who struggle to think creatively. I think professionals who lack innovation skills could develop their creative skills by learning from this book.

I've been using this book frequently since I got it about 6 weeks ago. The 60 Lines of Thinking that are brought to life visually provide such great stimulus for lateral thinking. I browse the book to trigger ideas for how to solve problems I'm working on. This book has helped me ideate for strategic challenges and we've used it effectively in creative brainstorms too. I didn't realize until after I bought Catalyzing Innovation that it's a live body of knowledge—in that the author will update it periodically with new examples, and I get those updates automatically. Nice innovation!

I love this book, very inspiring and easy to understand. Great examples of innovation from every angle of life. Highly recommended.

Sharp, insightful and inspiring reads all over. Plenty of forward looking marketing strategy and innovation examples who will definitely open lots of conversations. Recommended.

Very current with lots of specific real world marketing strategies and examples. For practitioners and students looking to learn innovative marketing strategy or to drive corporate innovations. Recommended.