Innovate the Future: A Radical New Approach to IT Innovation

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Innovate the Future: A Radical New Approach to IT Innovation Pub. Date: 5/14/2010 Publisher: Prentice Hall

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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.

Product Details

ISBN-13: 9780137055159
Publisher: Prentice Hall
Publication date: 5/14/2010
Pages: 281
Sales rank: 854,034
Product dimensions: 6.00 (w) x 8.90 (h) x 0.70 (d)

Meet the Author

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.

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

Stage 1 Initial Invention 46

Stage 2 Disruptive Innovation 49

Stage 3 Incremental Invention 51

Stage 4 Positive Incremental Innovation 51

Stage 5 Repetitive Incremental Innovation 53

Stage 6 Negative Incremental Invention 55

Stage 7 Repetitive Negative Incremental Invention 57

Stage 8 Destructive Invention 59

The Innovation Life Cycle Inflection Points 59

Innovation Inflection Point A 61

Innovation Inflection Point B 62

Innovation Inflection Point C 64

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

Stage 1 Dominant Product 71

Stage 2 Feature Set Expansion 72

Stage 3 Feature Overkill 75

Stage 4 Commoditized Product 77

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

Stage 1 Market Creation 83

Stage 2 Market Battles 84

Stage 3 Market Truce 86

Stage 4 Market Stagnation 87

The Market Life Cycle and the Innovation Life Cycle 88

Company Life Cycle 89

Company Pressures 90

Stage 1 Initial Flexibility 92

Stage 2 Pressures 95

Stage 3 Frozen Flexibility 96

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

Pharmaceutical Industry Products 252

Expensive Drugs with Complex Delivery Systems 252

Simplifying the Product Delivery Chain 254

Maximizing Transformative Value Throughout the Transformative Value Chain 254

Benefits to Z-Drugs 256

Use Case 1 Innovation Take-Aways 257

Use Case 2 Targeting Transformative Value 257

What Is LiveComplete? 257

Targeting Consumers 258

Maximizing Lifestyle Impact 260

Maximize Transformative Value 261

Use Case 2 Innovation Take-Aways 262

Use Case 3 Limitations on Transformative Value 262

Product Innovation 263

Convenience Drives Brand Loyalty 265

Use Case 3 Innovation Take-Aways 266

Use Case 4 Maximizing Lifestyle Integration 266

Technology for the Smart Mall 267

Transformative Value Chain 269

Benefits to the Manufacturers 270

Benefits to the Store 270

Benefits to the Mall 271

Benefits to the Consumer 272

Use Case 4 Innovation Take-Aways 273

Index 275

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Tim_Culver

Posted June 5, 2010

Great Book

I have worked in IT for 25 years. This is the first book that covers innovation in a comprehensive way for an IT organization. It takes a buzz word "innovation" and creates a methodology and process that can be applied across the board. What is great about the book is that it is practical and not the usual "ivory tower" stuff that you see coming out of academics. It also is not the product of some of the latest fad book authors. You can tell that Mr. Croslin has lived and breathed in this space and brings a realism not often found in books of this nature. From a firm perspective, this book should be a guideline for how they use IT to achieve competitive advantage in the marketplace. Further, it should be a tool of how to evaluate strategic IT partners and vendors. From a software company providing IT solutions to the marketplace, this book should be engrained in your total lifecycle (product management, sales, engineering, customer support, etc.). This is a book that can drive your company to excellence in an information economy.
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Posted June 6, 2010

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Innovate the Future: A Radical New Approach to IT Innovation

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Great Book