This edition includes both the 7 Heavenly Habits and the 7 Deadly Sins books. Why do some innovators succeed in creating great new products when others crash and burn? Do you want to know the traits that lead to successful innovation and the habits that lead to failure? In this book, Mat Shore the leading expert in consumer insight and value proposition creation draws on decades of personal experience to explore the 7 Deadly Sins and the 7 Heavenly Habits of Innovation. Drawing on decades of experience at Procter & Gamble, Unilever and Pepsi before moving on to found his own innovation practice, Mat uses real life case studies to show what works and what doesn’t work. Case studies include: The Air Umbrella, Dyson Hairdryer, Nike HyperAdapt 2.0, MovePass, Tidal Music Streaming, Nokia and L’Oreal Hair Coach and many, many more. This is the compendium version of his two books – The 7 Deadly Sins and the 7 Heavenly Habits of Innovation.