Sunday's Marketing Buzzword™ is edgecraft: from Seth Godin's book Free Prize Inside, a method for extracting innovations that differs from general brainstorming: "Edgecraft is a methodical, measurable process that allows individuals and teams to inexorably identify the soft innovations that live on the edges of what already exists." Edgecrafting involves choosing an extreme (for example, fastest, slowest, largest or smallest) and repositioning a product on the edge of that extreme.
Today at AiT/Planet Lar
July 24, 2005
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