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GET TO THE FUTURE FIRST!LEVERAGE STRATEGIC NOVELTY (SN) TO TRANSFORM AND DOMINATE YOUR MARKETBecome an "outlier organization": recognize huge opportunities in novelty, and act fast and first Listen for the tremors already building beneath your markets Learn from winning "outlier" business models, organizational forms, markets, products, and servicesToday, the companies that rise rapidly to dominance are the outliers. They're radically novel where it matters: whether in business models, products, services, or some other key driver of value. Strategic Innovation reveals how to think like these vanguard organizations-and become one of them.You'll discover how to borrow the lenses and insights of companies operating right at the edge of conventional industry dynamics and boundaries...where opportunities are underdefined, predictions unstable, and the greatest opportunities exist. Using linked case studies and a proven three-step methodology, the authors guide you through uncovering Strategic Novelty (SN) with explosive potential...executing quickly... and learning and tweaking relentlessly to amplify your impact. If you keep doing what everyone else is doing, you may succeed-but not greatly, and not for long. If you want to create, transform, and dominate your market, you need to think and act like an outlier. Learn how. Now. Before someone does it to you.Right now, all around you, there's an explosion of new business models, new product/service categories, and new organizational forms. It's a veritable Cambrian Explosion of business life, led by outlier organizations you've never even heard of. Many will remain practically invisible to the incumbents in their markets...until they suddenly explode into dominance. What do they share? A fundamental commitment to Strategic Novelty (SN). Now, in Strategic Innovation, leading innovation strategists Liisa V (TM)likangas and Michael Gibbert show you how to leverage SN to become your industry's winning disruptor. You'll master SN through case studies from leading outlier organizations in areas ranging from 3D printing to crowd financing and resource-constrained innovation. Each case is original, previously unpublished, and based at least in part on the authors' direct experiences.Through these cases, you'll explore how each company's story is playing out: sometimes in failure, but often in massive success. You'll discover why incumbents rarely notice outliers in time, and how to keep it from happening to you. Perhaps most valuable of all, the authors help you extrapolate the likely impact of any novelty, so you can tell the difference between promising opportunities and those destined to fail. The proven methodology for profiting from Strategic Novelty (SN) Three steps + powerful tools to: Identify the WOW What excites you? Unsettles you? What does that mean? What does it say about you? Execute the SO WHAT? Choose and apply the strategic ideas most likely to enrich your organization Amplify the OOMPH Experiment, learn, and lead to maximize the impact of novelty
Contents
Chapter 1 Introduction 1Chapter 2 Outliers from a Theoretical and Methodological Perspective 17Chapter 3 Workbook: The Strategic Novelty Tools and How to Use Them for Innovating and Amplifying Strategy 30Chapter 4 Fondia: "We Law Your Business" 47Chapter 5 A Quirky Way to Product Innovation 56Chapter 6 Grow VC Group 65Chapter 7 Scoopshot: Pulling the Scoop on the Trendy Photo Crowdsourcing Platform 69Chapter 8 Made in the Future: Shapeways' Manufacturing Model 76Chapter 9 "One Size Does Not Need to Fit All"-Nor1 eStandby Upgrade Solution 89Chapter 10 Sculpteo: A Factory in the Cloud for the 3D Printing Revolution 103Chapter 11 BUG: Friendly Wasps for Pest Control in Farming 112Chapter 12 BioCurious: The Curious Case of the Community Biotech Laboratory 124Chapter 13 TaskRabbit: Hop Online and Pull a Rabbit out of Your Service Network 131Chapter 14 Gengo: Winning in Translation Through Crowdsourcing 140Chapter 15 Microtask: Extreme Approach to Digital Work, Two-Second Tasks at a Time 148Chapter 16 Kaggle: Getting Quant Brains to Play Data Games 158Chapter 17 MakieLab: Custom-Made, Born-Digital Toys 170Chapter 18 ZenRobotics: Riveting Robots to Reduce and Recycle 181Chapter 19 Spire: Launching Crowdfunding Beyond Earth 189Chapter 20 Organovo: Leaving 3D Bioprints for Others to Follow 198Chapter 21 Power to the People: Participant-Driven Health Research at Genomera 205Chapter 22 Robin Hood: The Merry Adventures of an Asset Management Cooperative 217Chapter 23 Bang & Olufsen: Modulating Strategic Renewal Through Innovation and Organizational Design 223Chapter 24 Outlook for the Strategist 238Reference Summary on Outliers 244Authors and Contributors 253References 264Index 268
