Madhavan Ramanujam

The book explains how most companies get sidetracked by Product-Driven Thinking and how to innovate by starting with the price customers will pay, and creating the product for that price. It will present a process that Simon-Kucher & Partners has used to help dozens of others avoid innovation failure by making pricing and marketing their guiding light throughout the product development process.This book will also explain the following 4 common red flags: Feature Shocks - Product concepts overloaded with features and functions, the result of trying to serve too many customers and customer needs because the core customer and need has not been nailed down. That makes the product costly to produce, forcing it to be overpriced. Dead on Arrivals - Products that hit the market dead on arrival because they are the wrong answer to the right market need, or the right answer to the wrong market need (i.e., one that very few have), at a price the market will not bear. Minivations - Products that fall short of their potential and the company's expectations Hidden Gems - An internal failure to recognize and commercialize a truly breakthrough product under development because the market or consumer need has not been thoroughly explored.

You've built a great product―now what?The brutal truth: most startups and scale-ups don't fail because of bad products. They fail because they never figure out how to grow fast―and profitably. Some chase market share at all costs, burning cash on customers who won't pay enough to sustain the business. Others over-monetize too soon, pushing away the customers they need to reach scale. Still others obsess over customer loyalty, missing larger markets and monetization potential. And then there are those who assume a great product will sell itself, only to realize too late that pricing, packaging, positioning and value selling matter just as much.The true winners take a different approach. They adopt a Profitable Growth Mindset, refusing to choose between market expansion and monetization―instead, they dominate both. Instead of relying on instinct or momentum, they architect growth with precision, making every move count towards building enduring value.In this highly-anticipated sequel to Monetizing Innovation, Madhavan Ramanujam and Eddie Hartman unveil a battle-tested playbook for architecting profitable growth. Drawing from their experience advising over 400 companies―including 50+ unicorns―the authors dissect both legendary successes and costly failures. Packed with real-world case studies, hard-hitting insights, and nine breakthrough strategies, Scaling Innovation reveals how founders, executives, and investors need to navigate the critical transition from product-market fit to building an enduring, high-value business.If you want to scale smartly, outmaneuver competition, and unlock exponential revenue, this book will show you how.Inside, you'll learn:Why the “single-engine strategy” dooms so many businesses―and how to avoid itHow to create outcome and usage-based monetization modelsThe secrets to mastering value messaging―and getting customers to pay what you're worthMastering sales negotiations―“give and get” strategies to close faster, better and more oftenHow to stop churn before it happens, maximize upsells, and handle price increases with confidenceThe essential tactics for balancing market share and wallet share―without losing momentumIf Monetizing Innovation taught you how to build a great product, Scaling Innovation will teach you how to build a great business―one that thrives, scales, and creates real enterprise value.Read it. Apply it. Build something that lasts.