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Are you ready for the next trillion dollar market in China?

  • Discover how China is fundamentally different

  • Learn a 7 Step innovation methodology suitable for the China Market

  • Strategize, research, and define innovative products and services for the China market

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About the Author
Talks & Interviews


With Elaine's impressive background and know-how in connecting East and West, she is able to strategize on any market...Her Asian focus makes her unique in her field, and through design thinking and a human-centric approach, she creates her landmark Innovation methodology to guide businesses of all kinds to thrive.


Cristina Ventura

Chief Innovation Catalyst
Lane Crawford Joyce Group

This book is an outstanding resource for doing product development in a market filled with as much nuance as North America and Europe combined. This is a detailed primer on how to develop products in the world’s most misunderstood and critical market.


Robert Murray

Global Associate Partner


It really changed our perspective about what it means by “customer-centric” and how we can get a real insight on customer experience. We improved our process to deliver products based on this way of innovation.”


Amy Jun Liang 


Visual China Group, China

Elaine understands both Eastern and Western cultures and can address with expertise ways for the business mind to succeed in China. This is an excellent read and will provide a guide for anyone interested in succeeding in Chinese innovation for the foreseeable future.


Bruce Claxton 

Innovation Design Strategist

IDSA Past President, Chairman

Fellow ex-Motorola Senior Director of Innovation Design

Elaine's deep and broad understanding of China and her expertise in working with designers, engineers, product managers and user researchers gives her an unparalleled perspective on how to successfully develop products for the world’s most dynamic market.

LiAnne Yu_edited_edited.webp

LiAnne Yu

PhD. Anthropologist and journalist;

author of Consumption in China: How China’s New Ideology Is Shaping the Nation

Elaine has written a must-read book that we can know how to transform the customer experience to change our way to create innovative products and services especially in China.


Jackie Chan

Senior Manager of Global R&D Department

Combi Holdings Ltd

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