Eden Prairie, U.S.A. - In his new book, titled Do Not Invent Buggy Whips, the award-winning author Ken Thurber has already begun to strike a chord with reviewers and readers alike. The book has already grabbed Business category honors at both the 2012 Paris and San Francisco book festivals.

This highly anticipated sequel to last year’s Amazon best seller, Big Wave Surfing: Extreme Technology Development, Management, Marketing and Investing, is being officially launched next week. In his new book, Thurber takes you into the creative process: in particular, the origin of ideas and innovation as they apply to products. For example, what is the genesis of a groundbreaking product like the iPhone?

According to the author, “I found that my first book raised many questions, chief among them was – how do people innovate and how do you define innovation.” From that start point the author began to draw on his more than 40 years experience as an innovator, company creator and product developer to explore the issues of why some products succeed and others fail. For anyone who wants to understand how to create and craft products that have a chance at success, this book chronicles ideas and stories on innovations past and present.

Like the buggy whip, many products die due to advances in technology, but according to Thurber, there is a solution: reinvention. In basic terms, reinvention means to take a product and change it in a way that makes it unique and up-to-date. Thurber runs through the reinvention process with clear examples, such as the iPod, charting its evolution from such classics as the Walkman, the boom box, the cassette player, et al.

Thurber not only talks about product creation, but as importantly, product positioning. In his words… not only the “What if” but the “Who cares.” And he shows you the littered path of both successes and failures. He’s at his best when he examines real-world examples from the realm of business and art, such as the Mustang, Starbucks, Segway and perhaps the greatest re-inventor of all – Picasso. Picasso’s reinterpretation of Las Meninas is a look at the master artist as master re-inventor.

This book is a must read for the entrepreneur, the businessman and the individual who truly wants to understand not only product reinvention, but why it’s important to keep reinventing yourself as well.

For more information, please visit Book Covers

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