Cost o vation : innovation that gives your customers exactly what they want - and nothing more / Stephen Wunker, [and] Jennifer Luo Law

Includes index.

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Introduction to costovation -- What Costovation Is and Why It Matters -- Three traits of costovation -- Breakthrough Perspective -- Relentless Focus: Zoom In! -- Willingness to Blur Boundaries: Innovating Beneath the Surface -- Costovation strategy playbook -- Twenty Strategies and Tactics The greater context -- Diagnostic: Seven Signs That Your Industry Is Ripe for Costovation -- How Costovation Fits in with the Rest of Your Strategy."

Cut costs - it's a common corporate refrain. But if you constantly slash expenditures, what happens to innovation? How can you stay competitive and satisfy customers? Costovation solves the dilemma of how to spend less and innovate more: by finding areas where less is exactly what customers want. From Khan Academy's democratized tutoring to Xiaomi's flash sales to Warby Parker's compressed supply chain, the book unlocks specific strategies for cutting costs while meeting or exceeding customer expectations. Challenge your assumptions about innovation - and tap this revolutionary approach for carving out niches, protecting positions, and dominating industries.