Ten Types of Innovation

The Discipline of Building Breakthroughs

Larry Keeley, Ryan Pikkel, Brian Quinn, Helen Walters

Publisher: Wiley, 2013, 258 pages

ISBN: 978-1-118-50424-6

Keywords: Business Development, Business Plan

Last modified: Dec. 15, 2013, 6:09 p.m.

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.

  • PART ONE: INNOVATION — A NEW DISCIPLINE IS LEAVING THE LAB
    1. RETHINK INNOVATION — Eradicate lore, substitute logic
  • PART TWO: TEN TYPES OF INNOVATION — THE BUILDING BLOCKS OF BREAKTHROUGHS
    1. THE TEN TYPES — An overview
    2. PROFIT MODEL — How you make money
    3. NETWORK — How you connect with others to create value
    4. STRUCTURE — How you organize and align your talent and assets
    5. PROCESS — How you use signature or superior methods to do your work
    6. RODUCT PERFORMANCE — How you develop distinguishing features and functionality
    7. PRODUCT SYSTEM — How you create complementary products and services
    8. SERVICE — How you support and amplify the value of your offerings
    9. CHANNEL — How you deliver your offerings to customers and users
    10. BRAND — How you represent your offerings and business
    11. CUSTOMER ENGAGEMENT —How you foster compelling interactions
  • PART THREE: MORE IS MIGHTIER — MIX AND MATCH INNOVATION TYPES FOR GREATER IMPACT
    1. GO BEYOND PRODUCTS — How to avoid being easily copied
    2. STRENGTH IN NUMBERS — Innovations using a combination of types generate better returns
  • PART FOUR: SPOT THE SHIFTS — SEE THE CONDITIONS THAT BIRTH BREAKTHROUGHS
    1. MIND THE GAP — Uncover your blind spots
    2. CHALLENGE CONVENTION — See where your competitors are focusing — and then make different choices
    3. ATTERN RECOGNITION — 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
    1. DECLARE INTENT — By being clear about where and how you will innovate, you massively increase your odds of success
    2. INNOVATION TACTICS — A toolkit that turns the Ten Types into building blocks for innovation
    3. USING THE INNOVATION PLAYBOOK — 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
    1. GET CRACKING — Everyone is afraid of the unfamiliar. Here's how to innovate anyway
    2. SPONSORS AND AUTHORS — Great firms make sure that innovation is not optional
    3. INSTALLING INNOVATION — Don't worry about culture. Build a systemic capability
    4. EXECUTE EFFECTIVELY — 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

Reviews

Ten Types of Innovation

Reviewed by Roland Buresund

Very Good ******** (8 out of 10)

Last modified: Dec. 15, 2013, 6:10 p.m.

I wasn't expecting much from this book, based on its cover and previous experience with "creative"/innovation" titles. I was pleasantly surprised to find a book that covers a lot of thoughts about Business Development and what should go into a Business Plan! OK, they like to use colorful visuals, but if you can overlook the sometimes annoying orange pages, you will find a lot of interesting and short case studies in here.

In short, a book that I can recommend very warmly.

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