Overview

A Proven, Step-by-Step Method for Consistently Creating Revolutionary Products, Services, and Processes   When it comes to entering, creating, or dominating markets, disruptive innovation is the most powerful tool you have. Unfortunately, most companies find disruptive innovation difficult to achieve and virtually impossible to replicate. In Innovate the Future, renowned technology innovator David Croslin helps you solve this problem once and for all. Croslin introduces a proven process for consistently creating inventions, technologies, and methods that are truly transformative.   Drawing on his unsurpassed experience leading innovation in organizations ranging from start-ups to the Fortune® 20, Croslin identifies structured steps for optimizing the entire innovation lifecycle. Then, using real examples and case studies, he shows how to apply these steps to   Innovate from Scratch: Identify a new market, and invent and deliver a successful product Innovate to Dominate: Maintain a position of market dominance Innovate to Conquer: Replace a current leader Innovate to Disrupt: Use new inventions to power your way into emerging markets   Innovate the Future is an indispensable resource for anyone who wants to drive more strategic value and profit from innovation: CxOs, strategists, entrepreneurs, R&D leaders, product and line of business leaders, and investors alike.

Full Product Details

Author:   David Croslin
Publisher:   Pearson Education (US)
Imprint:   Prentice Hall
Dimensions:   Width: 15.60cm , Height: 1.70cm , Length: 22.80cm
Weight:   0.410kg
ISBN:  

9780137055159

ISBN 10:   0137055153
Pages:   304
Publication Date:   13 May 2010
Audience:   Professional and scholarly ,  Adult education ,  Professional & Vocational ,  Further / Higher Education
Format:   Paperback
Publisher's Status:   Out of Print
Availability:   Awaiting stock  

Table of Contents

Acknowledgments xv About the Author xvii   Part I: Understanding Innovation 1   Chapter 1: Inventions and Innovations 3 Inventions and Innovations 4 Inventions and Randomness 7 Types of Inventions 10 Business versus Technical Invention 11 Internal and External Inventions 14 Disruptive Innovation 16 Incremental Innovation 20 Destructive Invention 22 Good Enough Innovation 23 Targeted Invention and Innovation 25   Chapter 2: Transformative Value 27 Perceived Value 28 Impact of Consumption Priorities 31 Business and Personal Lifestyles 33 Time, Money, and Simplification 36 Transformative Value 37 Trigger Points 39 Early Adopters 40   Chapter 3: The Innovation Life Cycle 43 Innovation Types 44 The Innovation Life Cycle 44 The Innovation Life Cycle Inflection Points 59 The Optimal Innovation Life Cycle 65   Part II: Business and Technical Life Cycles 67   Chapter 4: Business Life Cycles 69 Business Life Cycles 69 Product Life Cycle 71 The Product Life Cycle Inflection Points 78 The Product Life Cycle and the Innovation Life Cycle 79 Market Life Cycle 80 Introducing the Market Life Cycle Inflection Points 80 Market Life Cycle Metrics 81 The Market Life Cycle and the Innovation Life Cycle 88 Company Life Cycle 89 Company Pressures 90 The Company Life Cycle and the Innovation Life Cycle 97 All Four Business Life Cycles 98   Chapter 5: Innovation Life Cycle Stagnation 101 Innovation Life Cycle Pressures 101 Appearance of Randomness 102 Overlapping Viewpoints 105 Product Commoditization 106 Product Delivery Chain 108 Transformative Value Chain 110 The Executive View: Innovation Is Very Risky 114 Management Team Challenges with Incremental Innovation 116 Competitor's Advantages Within the Innovation Life Cycle 118   Chapter 6: Innovation Life Cycle Disruption 121 Thinking Outside the Box 121 Building the Box 123 Assumptions Everywhere 125 Intellectual Property 129 Product Delivery Chain Stakeholders 131   Chapter 7: The Innovation Checklist 133 Overview of the Innovation Checklist 133 Isolate the Drivers of the Consumer’s Transformative Value 134 Fully Understand Your Product Delivery Chain 136 Align the Different Viewpoints Within Your Company 137 Isolate Pain Points in the Product Delivery Chain 137 Reenergize the Transformative Value Chain 138 Define a “Good Enough” Product 139 Seize Control of Push-Me/Pull-You 140 Kill Assumptions 141 Recognize Your Innovation Life Cycle Stagnation 142 Figuratively Commoditize Your Product 143 Isolate Intellectual Property 144 Map Intellectual Property to New Markets 144 Create Disruptive Innovations 145 Fund Disruptive Innovation 146   Part III: Targeted Innovation 149   Chapter 8: How to Innovate from Scratch 151 Innovation Is Not Invention 151 Cool Is Not Enough 152 Isolating a Market for an Invention 153 Isolating a Consumer Need 155 Isolate the Drivers of the Consumer’s Transformative Value 158 Define a “Good Enough” Product 159 Seize Control of Push-Me/Pull-You 160   Chapter 9: IT Solution Innovation 161 Centralized and Decentralized IT 161 Isolate the Drivers of the Consumer’s Transformative Value 163 Fully Understand Your Product Delivery Chain 164 Align the Different Viewpoints Within Your Company 165 Isolate Pain Points in the Product Delivery Chain 166 Reenergize the Transformative Value Chain 166 Define a “Good Enough” Product 167 Seize Control of Push-Me/Pull-You 169 Kill Assumptions 169 Recognize Your Innovation Life Cycle Stagnation 170 Figuratively Commoditize Your Product 171 Isolate Intellectual Property 171   Chapter 10: Innovate to Dominate 173 Markets and Commoditization 173 Leaping from One Market to Another 175 Sometimes Leading Makes You the First to Fail 176 Isolate the Drivers of the Consumer’s Transformative Value 177 Fully Understand Your Product Delivery Chain 178 Align the Different Viewpoints Within Your Company 179 Isolate Pain Points in the Product Delivery Chain 179 Reenergize the Transformative Value Chain 180 Define a “Good Enough” Product 180 Seize Control of Push-Me/Pull-You 182 Kill Assumptions 182 Recognize Your Innovation Life Cycle Stagnation 183 Figuratively Commoditize Your Product 184 Isolate Intellectual Property 184 Map Intellectual Property to New Markets 185 Create Disruptive Innovations 185   Chapter 11: Innovate to Conquer 187 Business Life Cycles Revisited 187 Isolate the Drivers of the Consumer’s Transformative Value 188 Fully Understand Your Competitor’s Product Delivery Chain 190 Align the Different Viewpoints Within Companies 191 Isolate Pain Points in Your Competitor’s Product Delivery Chain 192 Reenergize the Transformative Value Chain 193 Define a “Good Enough” Product 194 Seize Control of Push-Me/Pull-You 194 Kill Assumptions 196 Recognize Innovation Life Cycle Stagnation 197 Figuratively Commoditize Products 197 Isolate Intellectual Property 198 Map Intellectual Property to New Markets 198 Create Disruptive Innovations 199   Chapter 12: Innovate to Disrupt 201 Market Reverse Engineering 201 Isolate the Drivers of the Consumer’s Transformative Value 202 Define a “Good Enough” Product 204 Fully Understand the Product Delivery Chains 205 Isolate Pain Points in the Product Delivery Chain 206 Seize Control of Push-Me/Pull-You 206 Recognize Their Innovation Life Cycle Stagnation 207 Isolate Intellectual Property 208 Map Intellectual Property to New Markets 209 Create Disruptive Innovations 209   Chapter 13: Organizational Structure: Products to Solutions 211 Products versus Solutions 211 Stages of Organizational Change 213 Product Company 214 Rebranding 215 Executive Mandate 216 Overlay Organization 218 Solution Group 219 Solution Company 221   Part IV: Innovation Deployment 223   Chapter 14: Valuing Innovations 225 Inventions versus Innovation 225 Valuing Inventions 226 Patents 227 Trade Secrets 229 First to Market 231 Relationships and Partners 233 Endurance 234 Valuing Innovations 235 Multiple Markets 236   Chapter 15: Bringing Innovations to Market 239 Fifteen Seconds to Success 239 Time to Think Like a Banker? 241 Presentation of Valuation 243 One-Pager 244 Meeting with Investors 246 Stealth Disruption 247   Part V: Seeing It Work 249   Chapter 16: Innovation Use Cases 251 Use Cases, Not Case Studies 251 Use Case 1: Identifying Your Customer 252 Use Case 2: Targeting Transformative Value 257 Use Case 3: Limitations on Transformative Value 262 Use Case 4: Maximizing Lifestyle Integration 266   Index 275

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Author Information

David Croslin is President of Innovate the Future, a consultancy specializing in customer, product, and market innovation. He holds twenty-five patents and served as Chief Technologist within Hewlett-Packard’s $12 billion Communications, Media, and Entertainment division and as Chief Product Architect for Verizon Business and MCI. Croslin advises technology firms and investors and works with start-ups as a C-level executive and board member. His LinkedIn group “Innovate the Future” connects more than two-thousand leading innovators in seventy countries.

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