How can entrepreneurs predict what the next revolution will be? How does a new idea, product, or service spread throughout a social system to spark "the next big thing"?
In this unique blend of historical analysis and how-to knowledge, a leading researcher and economist provides clear guidance on how to identify and foster innovations that will lead to revolutions. Based on analysis of more than two-dozen revolutions in business, sports, science, and politics, he offers a wide-ranging understanding of the revolutionary process.
What separates a fad from a true revolution? The author’s illustrative case studies demonstrate that in order for an innovation to successfully create a revolution, it must pass through three stages: resistance, clarification, and elaboration. True revolutions result from a long evolutionary development process and an extensive adoption and expansion of the initial innovation.
The author—who holds a patent for analyzing the effectiveness of marketing strategies—describes important methods that can be used to create innovations as well as recognize and capitalize on emerging revolutions. In the spirit of The Tipping Point, Howie contends that change and revolution occur constantly and affect even the smallest things. In any industry today, there are multiple revolutions occurring. By understanding the process of innovation and how innovations throughout history have sparked lasting revolution, readers will learn how to create revolutions of their own.
This book offers a wealth of research and sound methodology for navigating today’s dynamic business environment, where change is the only constant.