How to Kill a Unicorn Quotes

“Consumers have grown accustomed to having precisely the drink they want, when they want it, and were frustrated by the narrow set of choices offered by the traditional six-spout soda fountain these restaurants relied on.”
― Mark Payne, How to Kill a Unicorn: How the World's Hottest Innovation Factory Builds Bold Ideas That Make It to Market

“We realized that what too often comes from a conventional user-centered innovation process, even in partnership with some of the greatest companies on earth, is unicorns: ideas that are beautiful to think about and highly interesting, but that will never appear in the marketplace or your backyard, because they’re conceived in blinkered isolation from the myriad of things that actually determine what makes it to market and what doesn’t.”
― Mark Payne, How to Kill a Unicorn: How the World's Hottest Innovation Factory Builds Bold Ideas That Make It to Market

“the biggest driver of project success rates, it seems, is the clarity of strategic focus before any ideas are developed.”
― Mark Payne, How to Kill a Unicorn: How the World's Hottest Innovation Factory Builds Bold Ideas That Make It to Market