Each
Table of Contents
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
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
Enabling Breakthrough Innovations Through Insight Combinations 54
Domaining: Building a Pipeline of Related Concepts 57
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
Postlaunch Innovation Pioneers: Select Case Examples 157
Postlaunch Innovation Issues to Anticipate 161
Key Take-Aways 163
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
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
