Obsession with innovation is a current business fad. Many companies rely too heavily on innovation to solve their problems, and they attempt to start over with something fresh to revive old and tired businesses. Innovation sounds great. But it is often the lazy approach to marketing, and it typically doesn’t work.

So what’s the solution? Sergio Zyman preaches the power of renovation to accelerate and sustain top-line growth. It starts with recapturing the essence of your existing brands, products and core competencies and doing more of the things that made your business great in the first place. It includes redefining your competitive space and creating preference for your business. In the end, it provides the most compelling customer experience.

Renovate Before You Innovate will challenge conventional business wisdom, facilitate smarter business decisions, and help companies “sell more stuff to more people more often for more money more efficientlyTM.”