Scaling innovation : how smart companies architect profitable growth / Madhavan Ramanujam, Eddie Hartman.

Format:

Book

Author/Creator:

Ramanujam, Madhavan, Author.

Hartman, Eddie, author.

Language:

English

Subjects (All):

New products--Management.

New products.

Small business--Growth.

Small business.

Strategic planning.

Physical Description:

1 online resource

Edition:

1st ed.

Place of Publication:

Hoboken, New Jersey : John Wiley & Sons, Inc, [2025]

Summary:

"In Scaling Innovation, the expert team behind the widely read Monetizing Innovation delivers yet another groundbreaking book that demonstrateshow to get customers, earn a profit from them, and keep them coming back to your company for more. You'll find specific tactics from a playbook that has helped real organizations meet and exceed their revenue targets"-- Provided by publisher.

Contents:

Cover

Title Page

Copyright Page

Contents

Foreword

Acknowledgments

Introduction: From a Great Product to a Great Business

Part I Beating the Barriers to Scaling

Chapter 1 A Tale of Three Companies

The First Fable: Acquisition at All Costs!

The Second Fable: Monetization Is Everything!

The Third Fable: Loyalty Above All Else!

Chapter 2 Becoming a Profitable Growth Architect

Identifying the Three Leadership Failure Archetypes

Leadership Failure Archetype #1: The Disruptor

Leadership Failure Archetype #2: The Money Maker

Leadership Failure Archetype #3: The Community Builder

The Right Strategy for Profitable Growth

Defining the Profitable Growth Architect

Part II Nine Breakthrough Strategies for Architecting Profitable Growth

Part IIA Startup Strategies

Chapter 3 The Lure of Free: When You Land, Be Sure to Expand

Leveraging the Power of Free: Spotify and Beyond

How to Design a Free Offering: What Best-in-Class Companies Do

Step 1: Decide Whether Free Is an Appropriate Strategy for You

Step 2: Choose the Right Flavor of Free

Step 3: Decide What Should Be Free

Landing but Also Expanding

Beyond the Basics: Insights, Tips, and Tricks About the Lure of Free

Chapter 4 The Most Important Decision: Choosing Your Pricing Model

Subscription, Usage, or Outcomes? Three Companies, Three Paths to Success

How to Design Your Pricing Model: What Best-in-Class Companies Do

Step 1: Decide on the Type of Pricing Model

Step 2: Choose the Price Metric

Step 3: Design the Price Structure

The Breakeven Exercise: A Neat Trick to Test for the Best Pricing Model

Beyond the Basics: Insights, Tips, and Tricks About Choosing the Best Pricing Model

Chapter 5 Making It Easy to Buy: Beautifully Simple Pricing.

The Power of Simple: How Beautiful Pricing Fueled Superhuman and Subway

The 10-Point Checklist for Beautifully Simple Pricing

1. Clarity

2. Avoid Price Points That Seem Calculated

3. Align with Value

4. Ability to Scale/Grow with Customers

5. At First, Offer Fewer Choices

6. Signal Your Intention

7. Be Predictable

8. Be Transparent

9. Be Easy to Contextualize

10. Make Communicating Easy

Chapter 6 Mastering Value Messaging: Speak Benefits and Not Features

Misstep in Messaging: What We Can Learn from Quibi and the Tata Nano

Value Messaging Done Right: Square

The Value Blueprint: What Best-in-Class Companies Do

Step 1: Understand Your Customers' Needs and Pain Points

Step 2: Tailor Your Value Messages

Step 3: Highlight Competitive Advantages

Four Fatal Flaws: Avoiding Common Missteps in Value Messaging

Flaw #1: Talking Features and Not Benefits

Flaw #2: Overlooking the Emotional Drivers of Buying Decisions

Flaw #3: Overcomplicating Your Value Messages

Flaw #4: Ignoring the Importance of Competitive Differentiation

Beyond the Basics: Insights, Tips, and Tricks to Optimize Your Value Messaging Strategy

Part IIB Scale-up Strategies

Chapter 7 When You Give, Get Something Back: Discounting and Promotions

Good Rates for Good Driving: How Progressive Transformed the Insurance Industry

How to Design Compelling Promotions

Step 1: Strategize

Step 2: Plan

Step 3: Apply

Step 4: Monitor

How to Design an Effective B2B Discounting Strategy

Beyond the Basics: Insights, Tips, and Tricks on Giving Smartly and Getting Back

Chapter 8 Blow Up Your Packaging: Time to Redefine Your Offer Structure

Scaling at Asana: How Strategic Packaging Unlocked Growth

Redefining Your Packaging: What Best-in-Class Companies Do.

Step 1: Redefine Your Customer Segments at the Scale-up Phase

Step 2: Determine Your Packaging/Bundling Structure

Step 3: Create Packages/Bundles

Step 4: Cross-Check Your Packages/Bundles for Effectiveness

Step 5: Test and Refine Your Packaging/Bundling

Beyond the Basics: Insights, Tips, and Tricks on Redefining Your Offer Structure

Chapter 9 Price Increases: Ask Properly, and You Shall Receive

The Courage to Raise Prices: How Arun Gupta Transformed Grailed

Price Increases: Asking Properly

Understanding the Context

Creating a Strategic Price Increase Plan

Executing Your Price Increase Plan

Beyond the Basics: Insights, Tips, and Tricks to Optimize Your Price Increase Campaign

Chapter 10 Acing Big Deals: Mastering Negotiations and Handling Objections

Bringing a Method to the Madness: A Complete Commercial Transformation for a Global SaaS Player

Turbocharging Your Negotiations: What Best-in-Class Companies Do

Question #1: How Do We Prepare and Employ Value Defense?

Question #2: How Do We Come Up with "the Price" for a Deal?

Question #3: How Do We Quote Price and Provide Discounts (If Any)?

Question #4: Which Negotiation Tactics Should We Use?

Question #5: How Can We Best Handle Customer Objections?

Beyond the Basics: Insights, Tips, and Tricks to Optimize Your Negotiation Strategies

Chapter 11 Stopping Churn Before It Starts: The Big Missed Opportunity

What's Not for Dinner: Churn at a "Meal in a Bag" Company

Study Your Enemy: Not All Churn Is Equal

What's Measured Gets Managed: Assessing Churn Like Best-in-Class Companies Do

Overall Churn

Risky Customers

Attacking Churn: How and Where to Fight

How to Fight: Creating Killer Retention Tactics

Where to Fight: Picking Your Battleground.

Beyond the Basics: Insights, Tips, and Tricks to Optimize Your Churn Reductions Methods

Part III Learning from the Best: Success Stories

Chapter 12 Putting It All Together: From Playbook to Practice

Making It Real: Institutionalizing the Playbook

1. Make Profitable Growth a Cross-Functional Mandate

2. Rebuild Your KPIs

3. Run Cross-Functional Experiments, Not Isolated Optimizations

4. Design Incentive Systems that Reinforce the Playbook

5. Make Growth Part of the Culture, Not Just the Strategy

Chapter 13 Segment: From Idea to a 3.2 Billion Acquisition

Lessons Learned During the Startup Phase

Finding True Product-Market Fit Needs to Be a Deliberate Exercise

Don't Be Afraid to Ask for More

Changing the Pricing Model Can Unlock Amazing Value

Lessons Learned During the Scale-up Phase

A Big Unlock Grew Out of Fixing the Sales/Product Tension

Blow Up Packaging and Start with Segmentation

Stop Churn Before It Happens

The End Result

Chapter 14 Canva: The Master Class of Landing and Expanding

Product-Led Growth Lives and Dies by Value Delivery and Communication

Offer a Simple Conversion Path

Churn Is Driven by Lack of Value Realization

Finding the Right Pricing and Packaging Strategy Is an Iterative Process

Lessons Learned During the Growth Phase

Success (and Retention) Requires Continuously Delivering and Onboarding Users to New Value

Overcoming the PLG Trap

Looking Ahead

Chapter 15 ServiceChannel: Cracking the Code to Two-Sided Marketplace Success

Cracking the Code at ServiceChannel: Lessons for Every Founder

Chapter 16 CoCounsel: Scaling the AI that Passed the Bar

Product-Market Fit: A Spectrum, Not a Destination.

Pivoting Away from a Growth-at-All-Costs Mindset

Unlocking Unexpected Markets

Data-Driven Growth in Packaging and Pricing

Being Proactive About Churn

Building for the Future

Casetext's Blueprint: Lessons Every Founder Should Know

Chapter 17 Airbnb: The Blueprint for Turning Community into Cash Flow

The Importance of Community and Trust

Focusing on Customer Centricity

Expanding Your Customer Value Proposition

Continuous Refinement Drives Sustainable Monetization

Anchoring Growth in Host Loyalty

Airbnb's Blueprint: Lessons Every Founder Should Know

Notes

Index

EULA.

Notes:

OCLC-licensed vendor bibliographic record.

Includes index.

ISBN:

1-119-63310-9

OCLC:

1528579582