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Book details
  • Genre:BUSINESS & ECONOMICS
  • SubGenre:Consumer Behavior
  • Language:English
  • Pages:228
  • Format:Paperback
  • eBook ISBN:9780648155317
  • Paperback ISBN:9780648155300

A Deeper Truth

The New Science of Innovation, Human Choice and Societal Scale Behavior

by Tim Stroh

Overview
A Deeper Truth explains why 9 out of 10 new products fail, the neuroscience behind human choice, and how disruptive successes leverage the fundamental nature of human decision-making. Backed by research across a dozen disciplines, A Deeper Truth explains how genetics and neurology impact perception, behavior, and choice. It also succeeds in providing a comprehensive explanation for disruption even in the arenas where Clayton Christensen himself acknowledges Disruption Theory fails. Filled with stories and anecdotes, this book succeeds at being entertaining while defining the neurological, social, and evolutionary forces that influence our choices to adopt or reject new things. From products to social norms, these forces are reduced to rules that can be readily applied to de-risk innovation, predict how groups will respond, and ensure the success of your next change initiative, new product, startup, or innovation.
Description
A Deeper Truth explains why 9 out of 10 new products fail, the neuroscience behind human choice, and how disruptive successes leverage the fundamental nature of human decision-making. Backed by research across a dozen disciplines, A Deeper Truth explains how genetics and neurology impact perception, behavior, and choice. It also succeeds in providing a comprehensive explanation for disruption even in the arenas where Clayton Christensen himself acknowledges Disruption Theory fails. Filled with stories and anecdotes, this book succeeds at being entertaining while defining the neurological, social, and evolutionary forces that influence our choices to adopt or reject new things. From products to social norms, these forces are reduced to rules that can be readily applied to de-risk innovation, predict how groups will respond, and ensure the success of your next change initiative, new product, startup, or innovation.
About the author

Tim Stroh is a curious autodidact and serial entrepreneur with a passion for making a difference. In writing a Deeper Truth his goal was to contribute in some small way to the boundaries of knowledge and, hopefully, wisdom. Born in Cedar Rapids Iowa, and father of two, he has lived and worked in Europe, Asia, and Australia as well as the United States. In addition to time working with large multi-nationals, he has successfully grown multiple businesses from two-person start-ups to established organizations. He has a passion to contribute, to strive for objectivity, and a willingness to truly think differently.



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