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Ten Types of Innovation: The Discipline of Building Breakthroughs

ISBN: 978-1-118-50424-6
276 pages
April 2013
Ten Types of Innovation: The Discipline of Building Breakthroughs (1118504240) cover image
Innovation principles to bring about meaningful and sustainable growth in your organization

Using a list of more than 2,000 successful innovations, including Cirque du Soleil, early IBM mainframes, the Ford Model-T, and many more, the authors applied a proprietary algorithm and determined ten meaningful groupings—the Ten Types of Innovation—that provided insight into innovation. The Ten Types of Innovation explores these insights to diagnose patterns of innovation within industries, to identify innovation opportunities, and to evaluate how firms are performing against competitors. The framework has proven to be one of the most enduring and useful ways to start thinking about transformation.

  • Details how you can use these innovation principles to bring about meaningful—and sustainable—growth within your organization
  • Author Larry Keeley is a world renowned speaker, innovation consultant, and president and co-founder of Doblin, the innovation practice of Monitor Group; BusinessWeek named Keeley one of seven Innovation Gurus who are changing the field

The Ten Types of Innovation concept has influenced thousands of executives and companies around the world since its discovery in 1998. The Ten Types of Innovation is the first book explaining how to implement it.

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PART ONE INNOVATION
A NEW DISCIPLINE IS LEAVING THE LAB

CHAPTER 1 RETHINK INNOVATION 2
Eradicate lore, substitute logic

PART TWO TEN TYPES OF INNOVATION
THE BUILDING BLOCKS OF BREAKTHROUGHS

CHAPTER 2 THE TEN TYPES 16
An overview

CHAPTER 3 PROFIT MODEL 18
How you make money

CHAPTER 4 NETWORK 22
How you connect with others to create value

CHAPTER 5 STRUCTURE 26
How you organize and align your talent and assets

CHAPTER 6 PROCESS 30
How you use signature or superior methods to do your work

CHAPTER 7 PRODUCT PERFORMANCE 34
How you develop distinguishing features and functionality

CHAPTER 8 PRODUCT SYSTEM 38
How you create complementary products and services

CHAPTER 9 SERVICE 42
How you support and amplify the value of your offerings

CHAPTER 10 CHANNEL 46
How you deliver your offerings to customers and users

CHAPTER 11 BRAND 50
How you represent your offerings and business

CHAPTER 12 CUSTOMER ENGAGEMENT 54
How you foster compelling interactions

PART THREE MORE IS MIGHTIER
MIX AND MATCH INNOVATION TYPES FOR GREATER IMPACT

CHAPTER 13 GO BEYOND PRODUCTS 62
How to avoid being easily copied

CHAPTER 14 STRENGTH IN NUMBERS 78
Innovations using a combination of types generate better returns

PART FOUR SPOT THE SHIFTS
SEE THE CONDITIONS THAT BIRTH BREAKTHROUGHS

CHAPTER 15 MIND THE GAP 100
Uncover your blind spots

CHAPTER 16 CHALLENGE CONVENTION 104
See where your competitors are focusing — and then make different choices

CHAPTER 17 PATTERN RECOGNITION 118
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

CHAPTER 18 DECLARE INTENT 130
By being clear about where and how you will innovate, you massively increase your odds of success

CHAPTER 19 INNOVATION TACTICS 142
A toolkit that turns the Ten Types into building blocks for innovation

CHAPTER 20 USING THE INNOVATION PLAYBOOK 150
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

CHAPTER 21 GET CRACKING 190
Everyone is afraid of the unfamiliar.
Here’s how to innovate anyway

CHAPTER 22 SPONSORS AND AUTHORS 196
Great firms make sure that innovation is not optional

CHAPTER 23 INSTALLING INNOVATION 200
Don’t worry about culture.
Build a systemic capability

CHAPTER 24 EXECUTE EFFECTIVELY 212
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

ACKNOWLEDGMENTS 232

INNOVATION BIBLIOGRAPHY 234

NOTES AND RESEARCH DATA 238

IMAGE CREDITS 251

INDEX 252

ABOUT THE AUTHORS 256

ABOUT DOBLIN AND MONITOR DELOITTE 258

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April 23, 2013
Ten Types of Innovation Advances the Field of Innovation From Art to Discipline with One of the World’s Most Recognized Frameworks

For many businesses and organizations innovation isn’t optional—it’s imperative. Customers demand it; competitors will outflank them if they don't achieve it; talented employees won't join their teams if they don't deliver it; and most analysts and investors expect it. Ten Types of Innovation: The Discipline of Building Breakthroughs (April 2013; WILEY; Paperback; $29.95; ISBN: 978-1-118-50424-6) helps visionaries of all levels and in all industries learn what to do when the stakes are high, time is short and a breakthrough needs to happen.

Authors Larry Keeley, Ryan Pikkel, Brian Quinn, and Helen Walters wrote the book to share one of the world’s most recognized frameworks in the field of innovation—developed by Doblin, the innovation practice of Monitor Deloitte within Deloitte Consulting LLP, through empirical study and over 30 years of research and practical application.

Many people assume innovation demands massive investments in R&D, astounding technological discoveries, and an unending stream of shiny new products with ever-better features and functions. Unfortunately, these are precisely the practices that produce staggeringly high rates of failure.  Firms that try to innovate fail to achieve a satisfactory return on their investments—by their own standards—96 percent of the time. This is powerful evidence that the typical approach to innovation isn't working. Given the astounding pace of change across markets and throughout the globe, we need successful innovation now more than ever.

“We are overdue for a revolution in the way innovation is diagnosed, developed, fostered, de-risked, launched and amplified,” says Keeley. “Our ambition is to make innovation a systematic approach, moving the field from a mysterious art to more of a disciplined science using analogies throughout the book to help illustrate our ambition rather than  mirror our claim. The Ten Types of Innovation concept has influenced thousands of executives and companies around the world since its discovery in 1998 and this bookis the first explaining how to implement it.”

The Ten Types of Innovation framework emerged from applying a proprietary approach to a list of more than 2,000 successful innovations, including Amazon.com, early IBM mainframes, the Ford Model-T , and many more, to determine ten meaningful groupings that provide insight into innovation. Ten Types of Innovation explores these insights to diagnose patterns of innovation within industries, to identify innovation opportunities, and to evaluate how firms are performing against competitors.  This framework has proven to be one of the most enduring and useful ways to start thinking about transformation and the authors detail how businesses can use these innovation principles to bring about meaningful—and sustainable—growth within their organizations.

“Society is in the midst of radical transformation. We struggle to resolve issues around the increasing cost of both education and healthcare and their increasingly limited return on investment—and yet we steadily expect more from our computers, smartphones, apps, networks and games,” says Quinn. “We need to recognize that both our need and capacity for innovation has never been greater. For perhaps the first time in history, we are in a position to tackle tough and important problems with rigorous tools and techniques."

Ten Types of Innovation is a practical and tangible tool that will help executives and managers develop and implement innovation approaches more successfully in any context, industry or market.  Learn more about the Ten Types of Innovation at http://www.doblin.com/tentypes/

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