Synopses & Reviews
Innovate your way to meaningful and sustainable growth
Most scientists agree that we live in one of the greatest times of change in the history of our species. And yet the pace of change is actually increasing...
For many firms, this means innovation isn't optional, it's imperative. Customers demand it. Competitors will outflank you if you don't achieve it. Talented employees won't join your firm if you don't deliver it. Analysts expect it. Investors reward it. And yet most people still believe in primitive myths about innovation: "It's only about new products and new technology"; "It's about rare strokes of inspired genius"; "There's no disciplined, consistent method"; etc. These common assumptions are not true.
Based on over three decades of path-breaking work on innovation effectiveness, Ten Types of Innovation will help you and your teams know what to do when the stakes are high, time is short, and you really need to build a breakthrough. The solution is to look beyond new products to nine other powerful types of innovation, which can be combined for competitive advantage. The book lays out fresh ways to think, and then explains the actions that allow teams or firms to innovate reliably and repeatedly.
Written for entrepreneurs, executives, and innovators on the front line in virtually any industry, anyone who wants to move beyond the folklore and get innovation to really work will find the tradecraft revealed here to be indispensable.
" Ten Types of Innovation is a must-read for any manager seriously interested in building an innovation culture rather than waiting around hoping for the next immaculate conception."
Roger L. Martin, Dean, Rotman School of Management
"This book provides great frameworks to help you rethink the role innovation plays in your business. It will raise the quality of innovation dialogue from a black art to a serious science."
Ralph Jerome, VP of Corporate Innovation, Mars, Inc.
" Ten Types of Innovation will become the indispensable 'how to do it' textbook of disruptive innovation, providing an executable roadmap for transformative change in any industry."
Dr. Nicholas F. LaRusso, Medical Director, Mayo Clinic Center for Innovation
"This book distills three decades of innovation research into an action-oriented framework, offering a comprehensive map to guide creative teams as they venture into challenging new territory."
Dipak C. Jain, Dean, INSEAD
" Ten Types of Innovation provides the insights necessary to get you started on your innovation journey."
Curt Nonomaque, President and CEO, VHA
Innovation principles to bring about meaningful and sustainable growth in your organization
Using a list of more than 2,000 successful innovations, including Cirque du Soleil, early IBM mainframes, the Ford Model-T, and many more, the authors applied a proprietary algorithm and determined ten meaningful groupings—the Ten Types of Innovation—that provided insight into innovation. The Ten Types of Innovation explores these insights to diagnose patterns of innovation within industries, to identify innovation opportunities, and to evaluate how firms are performing against competitors. The framework has proven to be one of the most enduring and useful ways to start thinking about transformation.
- Details how you can use these innovation principles to bring about meaningful—and sustainable—growth within your organization
- Author Larry Keeley is a world renowned speaker, innovation consultant, and president and co-founder of Doblin, the innovation practice of Monitor Group; BusinessWeek named Keeley one of seven Innovation Gurus who are changing the field
The Ten Types of Innovation concept has influenced thousands of executives and companies around the world since its discovery in 1998. The Ten Types of Innovation is the first book explaining how to implement it.
Table of Contents
PART ONE INNOVATION
A NEW DISCIPLINE IS LEAVING THE LAB
CHAPTER 1 RETHINK INNOVATION 2
Eradicate lore, substitute logic
PART TWO TEN TYPES OF INNOVATION
THE BUILDING BLOCKS OF BREAKTHROUGHS
CHAPTER 2 THE TEN TYPES 16
CHAPTER 3 PROFIT MODEL 18
How you make money
CHAPTER 4 NETWORK 22
How you connect with others to create value
CHAPTER 5 STRUCTURE 26
How you organize and align your talent and assets
CHAPTER 6 PROCESS 30
How you use signature or superior methods to do your work
CHAPTER 7 PRODUCT PERFORMANCE 34
How you develop distinguishing features and functionality
CHAPTER 8 PRODUCT SYSTEM 38
How you create complementary products and services
CHAPTER 9 SERVICE 42
How you support and amplify the value of your offerings
CHAPTER 10 CHANNEL 46
How you deliver your offerings to customers and users
CHAPTER 11 BRAND 50
How you represent your offerings and business
CHAPTER 12 CUSTOMER ENGAGEMENT 54
How you foster compelling interactions
PART THREE MORE IS MIGHTIER
MIX AND MATCH INNOVATION TYPES FOR GREATER IMPACT
CHAPTER 13 GO BEYOND PRODUCTS 62
How to avoid being easily copied
CHAPTER 14 STRENGTH IN NUMBERS 78
Innovations using a combination of types generate better returns
PART FOUR SPOT THE SHIFTS
SEE THE CONDITIONS THAT BIRTH BREAKTHROUGHS
CHAPTER 15 MIND THE GAP 100
Uncover your blind spots
CHAPTER 16 CHALLENGE CONVENTION 104
See where your competitors are focusing — and then make different choices
CHAPTER 17 PATTERN RECOGNITION 118
See how industries and markets shift — and learn from those who saw the signs and acted on them
PART FIVE LEADING INNOVATION
USE BETTER PLANS TO BUILD BREAKTHROUGHS
CHAPTER 18 DECLARE INTENT 130
By being clear about where and how you will innovate, you massively increase your odds of success
CHAPTER 19 INNOVATION TACTICS 142
A toolkit that turns the Ten Types into building blocks for innovation
CHAPTER 20 USING THE INNOVATION PLAYBOOK 150
A selection of plays (and the combinations of tactics you’ll need to implement them)
PART SIX FOSTERING INNOVATION
INSTALLING EFFECTIVE INNOVATION INSIDE YOUR ORGANIZATION
CHAPTER 21 GET CRACKING 190
Everyone is afraid of the unfamiliar.
Here’s how to innovate anyway
CHAPTER 22 SPONSORS AND AUTHORS 196
Great firms make sure that innovation is not optional
CHAPTER 23 INSTALLING INNOVATION 200
Don’t worry about culture.
Build a systemic capability
CHAPTER 24 EXECUTE EFFECTIVELY 212
Principles for bringing your innovations to market on time and on budget
PART SEVEN APPENDIX
PUTTING THESE PRINCIPLES INTO PRACTICE
Go beyond the book to create your own innovation revolution
INNOVATION BIBLIOGRAPHY 234
NOTES AND RESEARCH DATA 238
IMAGE CREDITS 251
ABOUT THE AUTHORS 256
ABOUT DOBLIN AND MONITOR DELOITTE 258