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Most organisations struggle to find, develop and scale the big ideas that research shows can attract disproportionate levels of profitability. Instead they spend almost all of their innovation resources on small ideas - continuous improvement initiatives that improve today's profitability but do little to build long-term competitive advantage.

Building on Elvin Turner's 2018 TEDx talk, "The Secret Life of Great Ideas" takes readers behind the scenes of some of the world's most successful disruptors to show the practical step-by-step processes and tools that are used to develop breakthrough ideas.

This book is designed to help teams and organisations quickly implement their own culturally relevant versions of the approaches. This is not a theoretical textbook! It is a hands-on, practical guide to help teams and organisations quickly take new ideas to market at lower risk and with greater levels of creativity and differentiation.

Elvin Turner is an award-winning consultant, associate professor of innovation, entrepreneurship & marketing, and innovation coach for many global organisations. He has coached hundreds of innovation programmes around the world, helping leaders, managers and teams overcome the many barriers that they face when trying to develop breakthrough ideas and turn them into action.
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