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How to Become Innovative

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How to Become Innovative

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  • Copyright 2014
  • Pages: 817
  • Edition: 1st
  • eBook (Watermarked)
  • ISBN-10: 0-13-374123-0
  • ISBN-13: 978-0-13-374123-0

Making Innovation Work presents a formal innovation process proven to work at HP, Microsoft, and Toyota to help ordinary managers drive top and bottom line growth from innovation. The authors have drawn on their unsurpassed innovation consulting experience -- as well as the most thorough review of innovation research ever performed. They'll show what works, what doesn't, and how to use management tools to dramatically increase the payoff from innovation investments. Learn how to define the right strategy for effective innovation, how to structure an organization to innovate best, how to implement management systems to assess ongoing innovation, how to incentivize teams to deliver, and much more. This book offers the first authoritative guide to using metrics at every step of the innovation process -- from idea creation and selection through prototyping and commercialization. This updated edition refreshes the examples used throughout the book and features a new introduction that gives currency to the principles covered throughout.

For years, Creating Breakthrough Products has offered an indispensable roadmap for uncovering new opportunities, identifying what customers really value, and building products and services that redefine markets -- or create entirely new markets. Now, the authors have thoroughly updated their classic book, adding brand-new chapters on service design and global innovation, plus new insights, best practices, and case studies from both U.S. and global companies. Their new second edition presents:

  • Revolutionary (Apple-style) and evolutionary (Disney-style) approaches to innovation: choosing between them, and making either one work
  • More coverage of Value Opportunity Analysis and ethnography
  • New case studies ranging from Navistar's latest long-haul truck to P+G's reinvention of Herbal Essences, plus updates to existing cases
  • New coverage of the emerging environment of product-service ecosystems
  • Additional visual maps and illustrations that make the book more intuitive and accessible

Readers will find new insights into identifying Product Opportunity Gaps that can lead to enormous success, navigating the "Fuzzy Front End" of product development, and leveraging contributions from diverse product teams -- while staying relentlessly focused on their customers' values and lifestyles, from strategy through execution.

Sample Content

Table of Contents

Making Innovation Work

Introduction to Updated Edition    xiii

Introduction    xliii

Chapter 1  Driving Success: How You Innovate Determines What You Innovate    1

Chapter 2  Mapping Innovation: What Is Innovation and How Do You Leverage It?    29

Chapter 3  Choosing Your Destiny: How to Design a Winning Innovation Strategy    59

Chapter 4  Organizing for Innovation: How to Structure a Company for Innovation    87

Chapter 5  Management Systems: Designing the Process of Innovation    119

Chapter 6  Illuminating the Pathway: How to Measure Innovation    145

Chapter 7  Rewarding Innovation: How to Design Incentives to Support Innovation    181

Chapter 8  Learning Innovation: How Do Organizations Become Better at Innovating?    211

Chapter 9  Cultivating Innovation: How to Design a Winning Culture    237
Chapter 10  Conclusion: Applying the Innovation Rules to Your Organization    263

Endnotes    289

Bibliography    307

Additions to Bibliography for Updated Edition    329

Index    333

Creating Breakthrough Products

Foreword by Dee Kapur     xix

Acknowledgments     xxi

About the Authors     xxiii

Preface     xxv

Glossary of Acronyms and Terms     xxxv

Part One The Argument     1

Chapter 1 What Drives New Product Development     2

Chapter 2 Moving to the Upper Right     36

Chapter 3 The Upper Right: The Value Quadrant     64

Chapter 4 The Core of a Successful Brand Strategy: Breakthrough Products and Services     100

Part Two The Process     125

Chapter 5 A Comprehensive Approach to User-Centered, Integrated New Product Development    126

Chapter 6 Integrating Disciplines and Managing Diverse Teams     162

Chapter 7 Understanding the User’s Needs, Wants, and Desires     204

Part Three Further Evidence     255

Chapter 8 Service Innovation: Breakthrough Innovation on the Product–Service Ecosystem Continuum     256

Chapter 9 Case Studies: The Power of the Upper Right     282

Chapter 10 Case Studies: The Global Power of the Upper Right     318

Chapter 11 Where Are They Now?     338


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