Innovation Sucks! : Time to Think Differently

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Innovation Sucks! : Time to Think Differently

Watkins, Alan/ May, Simon

ウェブストア価格 ¥10,675（本体¥9,705）
Routledge（2021/03発売）
外貨定価 US$ 47.99
ポイント 97pt

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製本 Paperback:紙装版/ペーパーバック版／ページ数 176 p.
言語 ENG
商品コード 9780367681920
DDC分類 658.4063

Full Description

Businesses spend billions on innovation with very little to show for their investment or effort. This book challenges some of the 'ingrained truths' of innovation and suggests a different approach.

Innovation is not the creation of a novel idea. It is the successful commercialisation of that novel idea. Rather than starting with a costly, time-consuming problem assessment that seeks to push potential solutions through an innovation funnel, an 'impeller approach' starts with possible solutions and gets the market to pull the best ones forward so they can fail fast or flourish fast. This approach is made possible by the addition of a 'bee' - a new type of integrative thinker who can harvest the existing knowledge from the 'meadow of experts'. Completely reversing the innovation process means organisations are much better placed to win in the market rather than focusing on finding theoretical solutions or clearing innovation stage gates. In addition, this approach also recognises that the people who shepherd the solution through the ideation and testing stage are not the same people who must then take that solution to market for successful commercialisation.

Given the current innovation failure rate, coupled with the fact that society is beset with multiple wicked problems, it's time to think differently and innovate innovation itself. This book is essential reading for Heads of Innovation and Commercialisation, Directors of Marketing, Heads of New Product Development and New Service Development, Strategy Directors, Chief Technology Officers, Government advisers and policy makers.

Introduction PART ONE: THE CURRENT APPROACH TO INNOVATION 1. Traditional 'Innovation' & Why It Fails 2. Focusing on the Problem may be the Problem PART TWO: THE IMPELLER APPROACH UNPACKED 3. Start with the Solution 4. The Role of the Bee 5. How to Identify and Create More Bees 6. Other Players in the Innovation System 7. Getting to Market 8. Sale or Scale to Sustainable Growth 9. The Impeller Future