Table of Contents

PART ONE INNOVATION
A NEW DISCIPLINE IS LEAVING THE LAB

CHAPTER 1 RETHINK INNOVATION 2
Eradicate lore, substitute logic

PART TWO TEN TYPES OF INNOVATION
THE BUILDING BLOCKS OF BREAKTHROUGHS

CHAPTER 2 THE TEN TYPES 16
An overview

CHAPTER 3 PROFIT MODEL 18
How you make money

CHAPTER 4 NETWORK 22
How you connect with others to create value

CHAPTER 5 STRUCTURE 26
How you organize and align your talent and assets

CHAPTER 6 PROCESS 30
How you use signature or superior methods to do your work

CHAPTER 7 PRODUCT PERFORMANCE 34
How you develop distinguishing features and functionality

CHAPTER 8 PRODUCT SYSTEM 38
How you create complementary products and services

CHAPTER 9 SERVICE 42
How you support and amplify the value of your offerings

CHAPTER 10 CHANNEL 46
How you deliver your offerings to customers and users

CHAPTER 11 BRAND 50
How you represent your offerings and business

CHAPTER 12 CUSTOMER ENGAGEMENT 54
How you foster compelling interactions

PART THREE MORE IS MIGHTIER
MIX AND MATCH INNOVATION TYPES FOR GREATER IMPACT

CHAPTER 13 GO BEYOND PRODUCTS 62
How to avoid being easily copied

CHAPTER 14 STRENGTH IN NUMBERS 78
Innovations using a combination of types generate better returns

PART FOUR SPOT THE SHIFTS
SEE THE CONDITIONS THAT BIRTH BREAKTHROUGHS

CHAPTER 15 MIND THE GAP 100
Uncover your blind spots

CHAPTER 16 CHALLENGE CONVENTION 104
See where your competitors are focusing — and then make different choices

CHAPTER 17 PATTERN RECOGNITION 118
See how industries and markets shift — and learn from those who saw the signs and acted on them

PART FIVE LEADING INNOVATION
USE BETTER PLANS TO BUILD BREAKTHROUGHS

CHAPTER 18 DECLARE INTENT 130
By being clear about where and how you will innovate, you massively increase your odds of success

CHAPTER 19 INNOVATION TACTICS 142
A toolkit that turns the Ten Types into building blocks for innovation

CHAPTER 20 USING THE INNOVATION PLAYBOOK 150
A selection of plays (and the combinations of tactics you’ll need to implement them)

PART SIX FOSTERING INNOVATION
INSTALLING EFFECTIVE INNOVATION INSIDE YOUR ORGANIZATION

CHAPTER 21 GET CRACKING 190
Everyone is afraid of the unfamiliar.
Here’s how to innovate anyway

CHAPTER 22 SPONSORS AND AUTHORS 196
Great firms make sure that innovation is not optional

CHAPTER 23 INSTALLING INNOVATION 200
Don’t worry about culture.
Build a systemic capability

CHAPTER 24 EXECUTE EFFECTIVELY 212
Principles for bringing your innovations to market on time and on budget

PART SEVEN APPENDIX
PUTTING THESE PRINCIPLES INTO PRACTICE
Go beyond the book to create your own innovation revolution

ACKNOWLEDGMENTS 232

INNOVATION BIBLIOGRAPHY 234

NOTES AND RESEARCH DATA 238

IMAGE CREDITS 251

INDEX 252

ABOUT THE AUTHORS 256

ABOUT DOBLIN AND MONITOR DELOITTE 258

About the Author

Larry Keeley (www.monitortalent.com; Cambridge, MA) is a world renowned speaker, innovation consultant, and president and co-founder of Doblin, the innovation practice of Monitor Group, which was founded by Michael Porter and is one of the world's leading global consulting practices. BusinessWeek named Keeley one of seven Innovation Gurus who are changing the field, and cited Doblin for having many of the most sophisticated tools for delivering innovation effectiveness. Larry also teaches innovation strategy at Illinois Institute of Technology and at the Institute of Design in Chicago, the first design school in the U.S. with a Ph.D. program.

Bansi Nagji is a senior partner of Monitor Group,  one of the world’s leading consultancies. He is leader of the firm's global innovation practice and has direct responsibility for many of Monitor's largest clients, helping leaders of global companies with their toughest growth challenges. He is a frequent speaker on the topic of innovation and authored the cover story on innovation in the May 2012 issue of Harvard Business Review. He holds a BA and MA from Cambridge University, England, and an MBA with Distinction from INSEAD, France.

Helen Walters is a writer and editor at Doblin and Monitor Group, and was previously innovation and design editor at BusinessWeek. She is the TED conference’s official on-site blogger and has some 13,600 followers on Twitter, while her daily blog of innovation-related updates, Thought You Should See This, has over 20,000 subscribers. She is still a regular writer on innovation and design, is a contributing editor to her alma mater, Creative Review, and contributes opinion pieces to publications including Design Observer, Fast Company and Core77.com.

Reviews

The most pleasing thing is the fresh way it presents its subject. The artwork is beautiful throughout, the simple infographics and visual information forming an excellent companion to the subject matter. It crowns an effective and engaging approach to the subject. (Elite Business, June 2013) This book provides fantastic guidance on how to develop an innovation culture within your business; to keep staff thinking of new ways to improve your offering and refine what made you successful in the first place. (Start Your Business, October 2013)