The Insider’s Guide to Innovation at Microsoft demystifies how innovation happens at one of the most influential companies in the world. And, as featured in the book, a key part of that how is rooted in the psychology of behavior change outlined in White Rhino’s B2Me framework.
“We wrote this book to give people the practical tools behind successful innovation. And White Rhino’s B2Me framework is an essential ingredient. It gave me a new perspective on winning over innovation skeptics.” - JoAnn Garbin, Author, The Insider’s Guide to Innovation at Microsoft
White Rhino’s B2Me framework was created to help brands build strong emotional bonds with customers. It’s driven substantial results for marketers seeking behavior change - 50% more leads, 12x more time on websites, and 300% increases in online appointments. The framework has also proven to have an equally important role in driving behavior change with internal audiences.
“Innovation’s primary obstacle is something the book’s authors call cognitive inertia, the tendency for people to remain in a current state. That type of resistance to change is exactly what White Rhino built its B2Me framework to overcome.” - Dan Greenwald, CEO, White Rhino
Innovation is an uphill battle. It starts with internal doubters and only grows with skeptical target customers. For innovators, an idea isn’t enough - they have to know how to tell their story. B2Me offers a roadmap to turn resistant foes into allies and rally target audiences into excitement about the next big thing.
Any successful innovation requires behavior change. B2Me defines the specific steps of the emotional and cognitive journey you need to take them on to create the desired change. Whether they’re an external audience deciding to buy your product or an internal audience deciding to give more budget to a new initiative, they all travel on along the same curve.
To learn more about the framework that’s helped Microsoft and other leading organizations create change and build trust contact us here.
About The Book
What can you learn from fifty years of innovation? That’s the question Microsoft leaders JoAnn Garbin and Dean Carignan set out to answer in The Insider’s Guide to Innovation at Microsoft. The book reveals the patterns behind the company’s biggest wins and losses. Based on interviews with “Microsofties” and impactful frameworks like White Rhino’s B2Me process, the book shares insights and proven practices that will help you become a better innovator.
