New Book Challenges Meaning of Product Value, Shows How Companies are Using Innovation to Manage Risk, Stay Competitive

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The new book Naked Value demonstrates how new innovations are enabling businesses to deliver more to their customers while actually reducing resource use, helping those businesses manage resource-related constraints, rising costs, and related risks.

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Naked Value: Six Things Every Business Leader Needs to Know About Resources, Innovation & Competition

We’re finding companies in every industry, from athletic apparel to medical equipment, stripping materials and energy from their products, while still delivering the benefits their customers want.

The key to successful product innovation, sustainable design, and competitive advantage, according to the authors of the new book Naked Value: Six Things Every Business Leader Needs to Know about Resources, Competition & Innovation, is figuring out how to deliver more benefits to customers while using the least energy and fewest resources possible.

Naked Value's release comes at a time when business leaders are grappling with rising resource costs and supply uncertainties. In recent months, dozens of blue-chip corporations have had to restate earnings based on rising commodity prices.

At the same time, new technologies are emerging that will allow companies to eliminate drastic amounts of resources in their products. Start-up company dMASS Inc. tracks nascent technologies and new products coming to market that deliver benefits to customers in new ways, with fewer resources.

“We’re finding companies in every industry, from athletic apparel to medical equipment, stripping materials and energy from their products, while still delivering the benefits their customers want,” according to Howard J. Brown, one of book’s co-authors.

Businesses outside of the information technology industry are just now beginning to grasp the lessons to be gained from what happened to record companies with the introduction of new competitors like iTunes and YouTube, or what’s happening in the publishing and book industry. Major companies are being caught off guard by new entrants to the marketplace with novel solutions that look nothing like traditional products. Businesses are delivering light without light bulbs, portable power without batteries, and warmth without insulation.

“Naked value is the end game for product innovation today,” said Brown. “By eliminating much of the resource use embedded in products, businesses are better able to differentiate their products and are in a better position to control costs and manage risks.”

Eliminating resources from products while retaining functionality is becoming a priority for more companies, and it’s becoming more feasible given scientific and technological advances. With continued population growth, global gains in living standards, and more competition for resources, the circumstances leading companies to rethink product designs and resource use today are only expected to intensify.

An official book launch event, co-hosted by dMASS Inc., the School of Visual Arts Design for Social Innovation program and the Buckminster Fuller Institute, was held on September 14th at the School of Visual Arts in New York City.

Naked Value is being distributed online via Amazon and Barnes & Noble and will be available soon in digital formats, including iBook and Kindle.

About the Authors
Howard J. Brown was CEO of Connecticut-based Resource Planning & Management Systems (RPM) for more than 20 years, where he worked with major companies to establish or enhance their environmental practices and performance. He is the co-founder of dMASS Inc. and speaks regularly on methods for aligning good business and environmental practices. Kristin Aldred Cheek is a sustainable business expert focused on the relationship between resources, products, and value. Kathryn Lewis is co-founder and CEO of dMASS Inc. She has written about resources and their relationship to metrics, waste minimization, logistics, and supply chain management and has presented dMASS research and innovations to audiences in Europe and in the United States.

For more information about Naked Value, including example innovations, please visit dMASS.net or call 203-200-7749.

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Jennifer Malone
dMASS Inc.
(203) 200-7749 710
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