Must-Read Book Shatters Myths About Innovation

Cincinnati, OH -- (May 21, 2009) – Readers from every business sector will discover a new sense of purpose in their workplace and in their careers through the game-changing new book Innovation: Myths and Mythstakes (Paramount Market Publishing, Inc.). Unlike any work of its kind, authors Tim Coffey, Dave Siegel and Mark Smith turn conventional wisdom about innovation upside down to provide new insights and practical guidance to help companies and individuals create landmark innovations that will stand the test of time.

Drawing upon their combined 90 years of innovation and new product experience working with the nation’s top companies, the authors examine case studies, hard-won personal lessons and surprising historical footnotes to reveal what makes truly exceptional innovation different from other breakthroughs.

And they often do so with a sense of humor that is immediately infectious, while belying an incredible visionary virtuosity that demands and rewards a second, closer look.

“A good joke is better than a bad innovation,” said Mark Smith. “There are already plenty of dreary, academic books that simply repeat the same old business-killing bromides of yore. Haven’t we heard that ‘great ideas will make you rich,’ and ‘facts convince people to buy’ enough times? And the really funny thing is, those accepted popular beliefs aren’t even true!”

Coffey, Siegel and Smith go beyond the incessant barrage of management buzzwords and fads of the day to discover timeless qualities that have consistently distinguished outstanding innovation.

They also provide inspiration to all executives and entrepreneurs by destroying false, but widely accepted ideas that only “right-brainers can be creative,” “the customer is king,” “brainstorming works,” “80% of new products fail,” or that “you have to please your audience.”

Filled with dozens of real life, specific examples and a framework that can be applied by managers and entrepreneurs at all levels, Myths and Mythstakes provides a master blueprint for building organizations that will prosper by going against the grain and “the way we’ve always done it.”

From President Obama’s campaign for change sweeping him into the White House, to Procter & Gamble CEO A.G. Lafley’s famous quote “Innovate or Die!,” the demand for, and the speed of change in today’s world is unprecedented.

Innovation: Myths and Mythstakes is the first book to critically examine the challenges facing both the “business side” and the “marketing side” of the innovation equation while debunking the myths that are holding companies and employees back. Just being new is no longer good enough. You have to be new, smart, relevant, vital, strategic and profitable, all at the same time.

Innovation: Myths and Mythstakes is available on our website, www.innovationmyths.com.

Note to editors: For more information or to schedule an interview with the authors, please contact Allison Tracy at atracy@wondergroup.com or 513-357-2950.

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For book reviews or press inquiries, please email Alli Tracy.