Table Of Contenti
Different
Thinking
ii
Different Thinking is the result of a special collaboration between
Kogan Page and Redline Wirtschaft, Germany’s leading
business publisher. Selected best-selling titles previously
published by Redline Wirtschaft are translated into English and
published by Kogan Page to ensure a worldwide distribution.
iii
Different
Thinking
Creative strategies for developing
the innovative business
Anja Foerster & Peter Kreuz
London and Philadelphia
iv
Publisher’s note
Every possible effort has been made to ensure that the information contained in this book is
accurate at the time of going to press, and the publishers and authors cannot accept respon-
sibility for any errors or omissions, however caused. No responsibility for loss or damage
occasioned to any person acting, or refraining from action, as a result of the material in this
publication can be accepted by the editor, the publisher or any of the authors.
Originally published in Germany in 2005 as Different Thinking by Redline Wirtschaft,
Redline Wirtschaft GmbH Heidelberg, Germany, a division of Süddeutcher Verlag |
Mediengruppe
First published in Great Britain and the United States in 2007 by Kogan Page Limited
Reprinted 2007
Apart from any fair dealing for the purposes of research or private study, or criticism or
review, as permitted under the Copyright, Designs and Patents Act 1988, this publication
may only be reproduced, stored or transmitted, in any form or by any means, with the prior
permission in writing of the publishers, or in the case of reprographic reproduction
in accordance with the terms and licences issued by the CLA. Enquiries concerning
reproduction outside these terms should be sent to the publishers at the undermentioned
addresses:
120 Pentonville Road 525 South 4th Street, #241
London N1 9JN Philadelphia PA 19147
United Kingdom USA
www.kogan-page.co.uk
© Redline Wirtshaft, Redline GmbH, Frankfurt/M., 2005
© Kogan Page, 2007
The right of Anja Fœrster and Peter Kreuz to be identified as the authors of this work has been
asserted by them in accordance with the Copyright, Designs and Patents Act 1988.
ISBN-10 0 7494 4840 7
ISBN-13 978 0 7494 4840 0
British Library Cataloguing-in-Publication Data
A CIP record for this book is available from the British Library.
Library of Congress Cataloging-in-Publication Data
Fœrster, Anja.
Different thinking : creative strategies for developing the
innovative business / Anja Fœrster and Peter Kreuz.
p. cm.
Includes bibliographical references and index.
ISBN-13: 978-0-7494-4840-0
ISBN-10: 0-7494-4840-7
1. Creative ability in business. 2. Strategic planning. 3.
Organizational change. 4. Industrial management–Technological
innovations. I. Kreuz, Peter. II. Title. III. Title:Creative
strategies for developing the innovative business.
HD53.F665 2007
658.4(cid:2)012--dc22
2007017734
Typeset by Saxon Graphics Ltd, Derby
Printed and bound in Great Britain by MPG Books Ltd, Bodmin, Cornwall
v
Praise for the authors
A fascinating book …
… that provides examples and inspiration to bring the reader a step closer to
those successful unconventional thinkers who change the world and a step
further away from the broad mass of hangers-on who do what they have
always done: nothing.
Gerhard Zakrajsek, Branch Head, IBM Austria
For all those who long to break the laws of conventional everyday business life
– inspiration and ideas for innovative action to implement successful business
ideas.
Katarina Loksa, Marketing Manager, Procter & Gamble, Europe
‘Be different, be fast, be relevant!’ – Never more important than it is today,
and never has a book provided more inspiration than Different Thinking. An
absolute must-read!
Andreas Peters, Head of Marketing, Maggi Germany
This book is just the ticket for all those who have been following the same old
routine for 30 years. And for those who make a fresh start with each new chal-
lenge. And for all those who hate rigid rules. And for anyone else, too!
Paul Hysek, CEO, Management Club Vienna
… advice straight from the heart. Think unconventionally and differentiate to
get that competitive edge, that’s what we all aim to do with our companies. A
highly recommendable book!
Ronald Renggli, Chairman of the Board, Simultan AG
Out-of-the-box thinking with practical relevance! This book encourages you
to demand the exceptional from yourself and to implement exceptional ideas
in everyday business life. It shows its readers how to stand out from their
competitors and to react quickly to changing conditions with innovative and
successful strategies.
Ingo Frank, Manager, Deloitte Consulting
vi
An extremely motivating book for those looking for change. Using practical
examples, it shows you how to stop thinking and acting along those old
conventional lines and become a business unconventionalist.
Elmar Wohlgensinger, President of the GfM, Swiss Marketing Society
Different Thinking– a book that will make the business world sit up and listen!
A book that shows its readers how important it is to look over the edge of their
teacups and be open for new ideas.
Svenja Thimm, Management-Center Handwerk NRW
This book is a refreshing invitation to break away from old-established
(thought) patterns and tread new paths. Anja Förster and Peter Kreuz are
convincing pioneers of radical, cutting-edge innovation.
Dr Bruno Weisshaupt, CEO, TMG Systeminnovation AG, Frauenfeld
vii
Contents
Introduction 1
1 Different thinking: strategy 9
The 360° view: glean inspiration from other industries 12;
Dead centre: Get out of those middle-of-the-market
segments – fast! 27; Travel light: cut the ballast 42
2 Different thinking: markets 49
Out of the box: create completely new markets 51; Maxi
size and mini size: place no geographical limits on your
success 69; Mix it! Conquer new markets with innovative
combinations 77; Quasi-monopolies: be the champion 84
3 Different thinking: products 95
Product DNA: question existing product concepts 96;
Design matters: design as a competitive factor 109;
Experience inside: create an experience, trigger emotions
123; Easy Inc: offer clarity, cut out the frills to make your
product irresistible 134
4 Different thinking: price 145
Price DNA: question the established price models 149;
Price polarization: send your prices skyrocketing or
viii Contents
plummeting – and win 158; Pricing in-between. Be smart –
position yourself in the middle of the market 167; The
Rockefeller Principle: give away the lamp and sell the
oil 174; Personalized price: let the customer set the
price 177; Free price: offer freebies to your customers and
let others foot the bill 184
Off you go! 189
References and further reading 191
Index 193
1
Introduction
This book is for you!
Here’s to the crazy ones, the misfits, the rebels, the troublemakers, the
round pegs in the square holes. The ones who see things differently.
They’re not fond of rules and they have no respect for the status quo.
You can quote them, disbelieve them, glorify or vilify them. About the
only thing you can’t do is ignore them, because they change things. They
push the human race forwards. While some may see them as the crazy
ones, we see genius. Because the ones who are crazy enough to think that
they can change the world are the ones who do.
Advert for Apple Computer
This book was written for all those who want to make a difference – in
their world and in their organization. It is a book for all those who
refuse to succumb to the cynicism of a Dilbert and who are crazy
enough to dare to try something new: Business unconventionality!
Our firm conviction: it is madness to keep on following the same old
routines yet expect to achieve different results. Dare to be different, to
question the seemingly irrefutable laws of your industry, and
remember the words of German journalist, satirist and writer Kurt
Tucholsky, ‘Never trust an expert who tells you he’s been doing things
that way for 20 years. It could be he’s been doing it wrong for 20 years.’
No moaning!
This is a book for anyone who has had enough of endless debates in the
style of late night political talk shows, where they talk and talk but
2 Different thinking
nothing ever changes. It is a book for all those who deliberately set out
to counteract the trend of high-level moaning and groaning, and who
are convinced of one thing: the future is something we create, not
something that happens to us. It is a book for all those for whom their
passionate belief in what they are doing is just as important as financial
gain. It speaks to people who believe that it is time to cast conventional
mindsets overboard. It is a book for all those who refuse to believe that
old-established companies are not capable of being innovative. This
book is intended both for those who are sick and tired of always playing
on the safe side, and those who are not prepared to sacrifice their
dreams on the altar of conventional wisdom.
The best way to read this book
This book is intended as a hands-on guide, so do feel free to pick out the
ideas that are most useful for you from the individual chapters. But of
course, we won’t mind at all if you read the book from cover to cover first
and then decide which ideas and concepts are of most benefit to you.
Read the book with the right fighting spirit! It is intended as a
workbook. Underline relevant passages, make your own notes, turn
down the corners of the most important pages and stick Post-its on the
pages. Do whatever you need to do to get the most out of this book.
Run through the proposed strategies in your mind, and put them to
work in your company. See the ideas as pieces of a jigsaw puzzle to be
played around with as you wish. Find out how the individual pieces
work, enhance them, mix and match them.
The only sure way to avoid making mistakes is to have no new ideas!
Albert Einstein
For us, the rules of business unconventionality are not indisputable
truths, but tools which help companies dramatically increase produc-
tivity and earning power.
This book is a call to arms for all those who are sick and tired of
running the same old procedures and process over and over again.
Even if your team or your division is very successful with the old
routines. The rules we present can help you and your colleagues see
things from a different perspective. They can teach you to look over
the rim of your teacup, to see old problems from a new vantage point
and free yourself from the restraints of the past.
