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Cracking the Innovation Code: How To Unlock The True Potential of Your Business To Grow Through New Products

Cracking the Innovation Code: How To Unlock The True Potential of Your Business To Grow Through New Products

by Andy Wynn


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Author Dr Andy Wynn, along with contributions from leaders of some of the biggest companies on the planet (including DuPont, 3M, Johnson Matthey and Imerys), finally reveals the secret of how you can unlock the potential in your business to grow.

In the follow up to his book Transforming Technology into Profit, Andy takes you on a journey that explains how the organisation and culture within your business impact your company's ability to innovate.

Using his "Three Tiers of Successful Innovation", Andy reveals how to clearly identify what aspects of your business are holding back growth and how to use that information to transform your business into one that facilitates growth by revitalising the structure and culture of your business to focus employee behaviours on adding profitable new revenue streams.

Part sequel and part companion volume to his previous book, Andy finally "cracks the code" on how to unleash your business' ability to create and successfully commercialise new products.

Written in the author's trademark conversational style, Cracking the Innovation Code offers a refreshingly practical and real-world view, written by someone who has been there and done it, and enhanced by valuable case studies and contributions from numerous senior executives who have made life-long careers out of leading innovation, and with a passion for leading industrial manufacturing businesses.

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Product Details

ISBN-13: 9780367567118
Publisher: Taylor & Francis
Publication date: 11/02/2020
Pages: 178
Product dimensions: 6.12(w) x 9.19(h) x (d)

About the Author

Andy Wynn is the former CTO at a billion-dollar multinational manufacturer, with over 30 years' experience of delivering business growth through new technologies, all over the world. He is the founder of TTIP Consulting, the Strategic Innovation Company, and author of the books Transforming Technology into Profit and The Biggest City You've Never Heard Of.

Table of Contents

Preface vii

Acknowledgements viii

About the Author ix

Introduction 1

1 Innovation Matters, So Why Do Businesses Struggle with It? 7

Is the Innovation Industry Really Working? 9

The Innovation Process 13

Innovation Needs a Lot of Ideas - There Are No Eureka Moments 17

Innovation Competes with Other Investment Options 21

What Exactly Is the Innovation Industry? 35

References 40

2 The Innovation journey 41

My Own Innovation Journey 41

The Business Innovation Maturity journey 58

Why Do Businesses Struggle to Grow through New Products? It All Starts at the Top 64

3 Technical Successes, Commercial Failures 69

Case Study 1: Rammable Conductive Lining (RCL) 71

Case Study 2: Non-Oxide Bond (NOBOND) 83

The Bigger Picture and an Additional Point of View 88

Agile vs Waterfall - Does It Really Matter? 91

4 The Three Tiers of Successful Innovation 98

5 Organisational Schizophrenia - Your Two Competing Organisations 107

Poor Organisational Synchronisation 110

Good Organisational Synchronisation 111

Organisational Structure in an Ever-Changing World 116

Organisational Synchronisation - Case Study 118

6 How to Identify the Barriers Holding Back innovation 126

A Case Study in the Challenges of Diversification - Intel 127

Identifying the "Internal Factors" 133

Innovation Auditing 135

How to Approach an Innovation Audit 138

7 Unlocking Your Growth Potential 148

How Do Businesses Get Better at Innovation? 148

Getting Better at People Management 150

Getting Better at innovation Strategy 159

So What Can You Do Differently? 162

Conclusion: A Conversation with Maurits van Tol 168

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