The Innovation Playbook, + web site: A Revolution in Business Excellence / Edition 1

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If 84% of top business leaders think innovation is critical totheir organization's success, then why do 95% of new products failin the marketplace and less than 1% of the 2,000 patents issuedeach week ever return a profit to their company? Addressing thedismal failure rate of corporate innovation head on, TheInnovation Playbook provides a complete road map to arevolution in business excellence founded on innovation.

Written by successful innovator Nicholas J. Webb—who haslaunched more than 300 innovations and has been awarded more than35 patents by the U.S. Patent Office—Part I of TheInnovation Playbook highlights the importance of innovation intoday's corporate world and details the reasons why so many oftoday's organizations can't get it done. Part II then lays out insix chapters the Nicholas Webb solution to achieving successthrough innovation.

Whether you are a business owner, C-level manager, R&Dmanager, marketing manager, or inventor, here, you willdiscover:

  • Why innovation isn't working in today's organizations
  • The obsession with risk and risk management
  • Common “myths” about what innovators and innovativeorganizations should do
  • The magic combination of customer focus, process, and culturethat separates true innovation superstars from the rest of thepack
  • The crucial concept of net customer value, including Webb's“value strata” set of standards of excellence and howto achieve it
  • How you can get really close to customers and establish the“conduits of connectivity” necessary to trulyunderstand net customer value
  • A unique, modifiable framework and toolbox to find new ideasfrom external and internal sources, filter those ideas, and movethem through the development process at utmost speed
  • The key cultural components in an organization that supportgood innovation and tips for how to get there, with particularemphasis on using today's digital media tools to supportinnovation
  • Case examples of companies that have “made it,” howthey did it, and how to become a superstar using the CertifiedInnovation SuperstarTM certification andtraining program

Complemented by a companion web site that helps you put theoryinto practice, The Innovation Playbook's blueprint tosuccess prepares managers and inventors to get their InnovationSuperstarTM certification as well asimplement a successful innovation culture in real corporatelife.

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Product Details

  • ISBN-13: 9780470637968
  • Publisher: Wiley
  • Publication date: 10/12/2010
  • Edition number: 1
  • Pages: 256
  • Product dimensions: 6.10 (w) x 9.10 (h) x 1.10 (d)

Meet the Author

Successful inventor and author of the bestselling book The Cost of Being Sick, NICHOLAS J. WEBB is the founder and President of Lassen Innovation, a full-service management and innovation consulting firm. As a Certified Management Consultant he provides consulting services to Honeywell and ITW Allergan as well as some of the country's top universities. Webb and his inventions have appeared on ABC, NBC, and Fox News. Nicholas Webb is also the author of the upcoming book, The Digital Media Innovation Playbook.

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Table of Contents




Still Crazy about Innovation—After All These Years.

Becoming an Innovation Superstar.

Plays in The Innovation Playbook.


Chapter 1 The New Economy: Different for Good.

A Better Beer, a Better Burger.

Would You Like Something to Drink?

The Darkest Hour.

Not Your Father's Economy.

The Great Recession: A Tipping Point.

Beginning of the End, or End of the Beginning?

Failure Is Not an Option.

Chapter Takeaways.

Chapter 2 The Wheels Keep Falling Off.

56 Reasons Why.

Getting to Ten.

Nick's Pick #1: The Wrong Focus.

Nick's Pick #2: Lack of Sponsorship.

Nick's Pick #3: Process Driven to the Hilt.

Nick's Pick #4: A Risk Centered Process.

Nick's Pick #5: Customer Be Damned.

Nick's Pick #6: No Resource Commitment.

Nick's Pick #7: Bail, Don't Fail.

Nick's Pick #8: Not Really Open.

Nick's Pick #9: Innovation Socialism.

Nick's Pick #10: Lack of Systemic Innovation.

It's Not Always about Money.

When Process Takes Over: What's Wrong with Innovation ManagementSystems?

Chapter Takeaways.

Chapter 3 The Danger of Safety.

Play the Game to Win.

The Fear of Failure.

Keepers of the Magic Lexicon.

IBWA—Innovation by Walking Around.

The System and the Solution.

The Attack of the Organizational Antibodies.

Diffusing the Bomb.

Fire in the Belly.

A Short Primer on Smart Risk.

Chapter Takeaways.

Chapter 4 What's Mything in Innovation Today.

Myth #1: “If You Build a Better Mousetrap, Will They Beata Path to your Door?”

Myth #2: “But I AM Connected to My Customers.”

Myth #3: “Open is the Answer.”

Myth #4: “The Product is the Technology.”

Freudian Slips: Psychoanalyzing Your Company's Innovation.

Time for Transition.

Chapter Takeaways.


Chapter 5 Anatomy of an Innovation Superstar.

What Does it Mean To Be anInnovation “Superstar?”

Bones of an Innovation Superstar: Customer, Process,Culture.

Dissecting the Anatomy.

Does “Fixing the Culture” Make You a Superstar?

The Customer Anatomy.

The Process Anatomy.

The Culture Anatomy.

The Right Team.

Chapter Takeaways.

Chapter 6 Creating Net Customer Value.

One More Time: Invention and Innovation.

What is Net Customer Value?

Customer Value in Tiers.

The Innovation Cycle and the Customer Experience.

Finding the Soul of the Customer: Using ExperientialSliders.

The Webb Triangle.

A Darwinistic Approach to Net Customer Value.

Chapter Takeaways.

Chapter 7 Carpet Time.

How to Do Carpet Time.

Carpet Time for Adults.

Making the Most of Carpet Time.

Carpet Time Tools: Innovation Safaris.

Carpet Time Tools: Listening Posts.

Carpet Time Tools: A Few More Bright Ideas.

Carpet Time Tools: Poster Board Sessions.

Adobe Sets an Example.

The Inverted Pyramid Syndrome.

Chapter Takeaways.

Chapter 8 The RealOpen Innovation Framework.

A Prescription, Not a Diet.

Open Innovation.

What Is RealOpen?

What is an Innovation Platform?


Forward or Forget.

Fast Forward.


The Webb Triangle.

Innovation Scenario Tactics.

Chapter Takeaways.

Chapter 9 Creating a (Digital) Innovation Culture.

Focus Upon Others, Not Thyself.

The Innovation Focus Model.

Focus, Leadership, Communication, and Eating Your OwnCooking.

Before and After.

Culture and the Innovation Superstar.

Getting the Team Right.

The Critical Role of Leadership.

Towards a Digital Culture: Digital Innovation.

Chapter Takeaways.

Chapter 10 Dancing with the Innovation Superstars.

Warming Up on the Dance Floor.

Snap-On Tools.

Sierra Nevada Brewing Co.


The Nielsen Company.

Now You, Too, Can Be a Superstar.

The RealOpen Service and Software Offering.

Chapter Takeaways.

About the Author.

About The Innovation Playbook Website.


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  • Anonymous

    Posted November 18, 2010

    This book was way overdue!!

    This book is literary the how to guide for innovation!!!

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  • Anonymous

    Posted October 14, 2010

    A Must Read~Highly Recommended!

    It seems like every day there's another book on innovation. The innovation superstars he talks about in his book are some of my favorite companies and dissecting the characteristics of the innovation superstars, was very intriguing. I was surprised while reading other innovation books that most of the authors have never launched or invented a technology. The fact that Nicholas Webb is a prolific and successful inventor seemed to add a lot to the message for me. In a world of hype and complexity I thought this book really hit the mark. A must read!

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