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The Innovator's Field Guide: Market Tested Methods and Frameworks to Help You Meet Your Innovation Challenges

The Innovator's Field Guide: Market Tested Methods and Frameworks to Help You Meet Your Innovation Challenges

Peter Skarzynski, David Crosswhite

ISBN: 978-1-118-64439-3

Feb 2014, Jossey-Bass

288 pages



A step-by-step guide to successfully transforming any organization

It is well recognized that succeeding at innovation is fundamental in today's hyper-competitive global marketplace. It is the only way to outperform current and emerging competitors sustainably. But what we call “innovation”  is messy and difficult and too often lacks the rigor and discipline of other management processes. The Innovator's Field Guide: Market Tested Methods and Frameworks to Help You Meet Your Innovation Challenges changes that. It is a practical guide that moves beyond the “why” to the “how” of making innovation happen, for leaders and practitioners inside organizations of all sizes.

Written by two pioneers in the field of embedding innovation in organization, The Innovator's Field Guide focuses on the most pressing innovation problems and specific challenges innovation leaders will face and offers concrete solutions, tools, and methods to overcome them.

  • Each chapter describes a specific innovation challenge and details proven ways to address that challenge
  • Includes practical ideas, techniques, and leading practices
  • Describes common obstacles and offers  practical solutions

 Any leader or professional who needs concrete solutions—right now—to the critical challenges of innovation will find invaluable aid in the practical, easy-to-understand, and market-tested approaches of The Innovator's Field Guide.

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1 Setting Context 1

About This Field Guide 1

The Innovation Challenges 3

Principles of Innovation 7

As You Read The Guide 11

2 Raising Your Innovation IQ Through Insight-Driven Innovation 13

What Is a “Great Insight”? 14

Five Insight Types 16

Key Take-Aways 52

3 Enabling Breakthrough Innovation 53

Enabling Breakthrough Innovations Through Insight Combinations 54

Domaining: Building a Pipeline of Related Concepts 57

Bringing Strategic Focus to Your Efforts: Innovation Architecture 69

Key Take-Aways 72

4 From Nascent Idea to Business Concept 73

Changing Your Mind-Set About the Innovation Process 74

The SEI Approach 76

Using an Iterative Learning Process 87

Don’t Take Opportunity Elaboration and Framing for Granted 88

Fast-Tracking Opportunities When You Believe Speed to Market Is Critical 89

Key Take-Aways 91

5 Propelling Fast Innovation 93

Engaging the Organization Through Focused Innovation Challenges 95

Innovation Accelerators 106

Open Innovation: Moving Faster Than Your Internal Development 108

Key Take-Aways 115

6 Experimentation and De-Risking 117

Framing Risk to Manage It 119

Defining Your Learning Path 120

Developing Your Experimentation Agenda 123

Experimentation in Action 132

Key Take-Aways 136

7 Innovating While in Market 139

Innovating While Flying the Plane 140

Principles to Guide Postlaunch Innovation 141

Using Front-End Techniques in Postlaunch Activities: Develop New Insights to Enable New Learning 142

Translating Insights into Action 150

Continue to Experiment for Postlaunch Learning and Revision 154

Postlaunch Innovation: Illustrative Design Approaches 154

Postlaunch Innovation Pioneers: Select Case Examples 157

Postlaunch Innovation Issues to Anticipate 161

Key Take-Aways 163

8 Organizing for Innovation 165

A Framework for Organizing the Elements of Innovation 166

Design Principles for Organizing for Innovation 167

The Organizing Elements 172

Case Examples: Organizing for Innovation 189

Key Take-Aways 198

9 Leading Innovation 199

Leading Innovation from the Top 200

Driving Leadership Engagement in Innovation 204

An Example of Innovation Leadership Engagement 206

Leading Innovation from the Top: Who’s on Point? 210

Top Leadership as an Indispensable Element 212

Leading from Within: Grassroots-Led Innovation 213

Key Take-Aways 218

10 Getting Started 219

Designing from Outcomes Back 220

Different Types of Innovation Outcomes 221

High-Level Designs for Frequently Desired Outcomes 223

Getting Started: Assembling the Team 237

Assessing Issues and Approach: Innovation Assessment and Design 239

Before You Begin: Some Additional Tips 244

Key Take-Aways 245

11 Conclusion and Looking Ahead 247

Flexible, Reconfigurable Techniques for Addressing Innovation Challenges 249

Be Alert for Common Pitfalls 251

Notes 255

Acknowledgments 265

About the Authors 269

Index 271