The Innovator's Field Guide: Market Tested Methods and Frameworks to Help You Meet Your Innovation Challenges

290 Pages·2014·7.161 MB·English

by  Peter Skarzynski, David Crosswhite

ffffiirrss..iinndddd iiii 11//2200//22001144 88::5577::0000 PPMM
The Innovator’s Field Guide
ffffiirrss..iinndddd ii 11//2200//22001144 88::5566::5599 PPMM
ffffiirrss..iinndddd iiii 11//2200//22001144 88::5577::0000 PPMM
The Innovator’s Field Guide
Market-Tested Methods and Frameworks
to Help You Meet Your Innovation Challenges
Peter Skarzynski and David Crosswhite
ffffiirrss..iinndddd iiiiii 11//2200//22001144 88::5577::0000 PPMM
Cover design by Adrian Morgan
Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved.
Published by Jossey-Bass
A Wiley Brand
One Montgomery Street, Suite 1200, San Francisco, CA 94104-4594—www.josseybass.com
No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical,
photocopying, recording, scanning, or otherwise, except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, with-
out either the prior written permission of the publisher, or authorization through payment of the appropriate per-copy fee to the Copyright
Clearance Center, Inc., 222 Rosewood Drive, Danvers, MA 01923, 978-750-8400, fax [phone], or on the Web at www.copyright.com.
Requests to the publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street,
Hoboken, NJ 07030, 201-748-6011, fax [phone], or online at www.wiley.com/go/permissions.
Limit of Liability/Disclaimer of Warranty: While the publisher and author have used their best eff orts in preparing this book, they make no
representations or warranties with respect to the accuracy or completeness of the contents of this book and specifi cally disclaim any implied
warranties of merchantability or fi tness for a particular purpose. No warranty may be created or extended by sales representatives or written
sales materials. Th e advice and strategies contained herein may not be suitable for your situation. You should consult with a professional where
appropriate. Neither the publisher nor author shall be liable for any loss of profi t or any other commercial damages, including but not limited
to special, incidental, consequential, or other damages. Readers should be aware that Internet Web sites off ered as citations and/or sources for
further information may have changed or disappeared between the time this was written and when it is read.
Jossey-Bass books and products are available through most bookstores. To contact Jossey-Bass directly call our Customer Care Department
within the U.S. at 800-956-7739, outside the U.S. at 317-572-3986, or fax [phone].
Wiley publishes in a variety of print and electronic formats and by print-on-demand. Some material included with standard print versions of
this book may not be included in e-books or in print-on-demand. If this book refers to media such as a CD or DVD that is not included in the
version you purchased, you may download this material at http://booksupport.wiley.com. For more information about Wiley products, visit
www.wiley.com.
Library of Congress Cataloging-in-Publication Data
Skarzynski, Peter.
Th e innovator’s fi eld guide : market-tested methods and frameworks to help you meet your innovation challenges / Peter Skarzynski
and David Crosswhite. —First edition.
1 online resource.
Includes index.
Description based on print version record and CIP data provided by publisher; resource not viewed.
ISBN 978-1-118-64457-7 (pdf) — ISBN 978-1-118-64439-3 (epub) — ISBN 978-1-118-64430-0 (pbk.)
1. Technological innovations—Management. 2. Creative ability in business. 3. New products. I. Crosswhite, David,
1961- II. Title.
HD45
658.4’063—dc23
2013049114
Printed in the United States of America
first edition
PB Printing 10 9 8 7 6 5 4 3 2 1
ffffiirrss..iinndddd iivv 11//2200//22001144 88::5577::0022 PPMM
Contents
1 Setting Context 1 Bringing Strategic Focus to Your
About Th is Field Guide 1 Eff orts: Innovation Architecture 69
Th e Innovation Challenges 3 Key Take-Aways 72
Principles of Innovation 7
As You Read Th e Guide 11 4 From Nascent Idea to
Business Concept 73
2 Raising Your Innovation IQ Changing Your Mind-Set About
Through Insight-Driven the Innovation Process 74
Innovation 13 Th e SEI Approach 76
Using an Iterative Learning Process 87
What Is a “Great Insight”? 14
Don’t Take Opportunity Elaboration and
Five Insight Types 16
Framing for Granted 88
Key Take-Aways 52
Fast-Tracking Opportunities When You
Believe Speed to Market Is Critical 89
3 Enabling Breakthrough
Key Take-Aways 91
Innovation 53
Enabling Breakthrough Innovations
5 Propelling Fast
Th rough Insight Combinations 54
Innovation 93
Domaining: Building a Pipeline
of Related Concepts 57 Engaging the Organization Th rough
Focused Innovation Challenges 95
v
ffttoocc..iinndddd vv 11//2200//22001144 88::5577::2244 PPMM
vi
s Innovation Accelerators 106 Postlaunch Innovation Pioneers: Select
t
n
e Open Innovation: Moving Faster Case Examples 157
t
n
o Th an Your Internal Development 108 Postlaunch Inn ovation Issues to Anticipate 161
C
Key Take-Aways 115 Key Take-Aways 163
6 Experimentation and 8 Organizing for Innovation 165
De-Risking 117
A Framework for Organizing the Elements
Framing Risk to Manage It 119 of Innovation 166
Defi ning Your Learning Path 120 Design Principles for Organizing
Developing Your Experimentation Agenda 123 for Innovation 167
Experimentation in Action 132 Th e Organizing Elements 172
Key Take-Aways 136 Case Examples: Organizing for Innovation 189
Key Take-Aways 198
7 Innovating While in
Market 139 9 Leading Innovation 199
Innovating While Flying the Plane 140 Leading Innovation from the Top 200
Principles to Guide Postlaunch Driving Leadership Engagement
Innovation 141 in Innovation 204
Using Front-End Techniques in Postlaunch An Example of Innovation Leadership
Activities: Develop New Insights to Engagement 206
Enable New Learning 142 Leading Innovation from the Top:
Translating Insights into Action 150 Who’s on Point? 210
Continue to Experiment for Postlaunch Top Leadership as an Indispensable Element 212
Learning and Revision 154 Leading from Within: Grassroots-Led
Postlaunch Innovation: Illustrative Innovation 213
Design Approaches 154 Key Take-Aways 218
ffttoocc..iinndddd vvii 11//2200//22001144 88::5577::2255 PPMM
vii
10 Getting Started 219 11 Conclusion and Looking C
o
Ahead 247 n
Designing from Outcomes Back 220 t
e
n
Diff erent Types of Innovation Outcomes 221 Flexible, Reconfi gurable Techniques for t
s
High-Level Designs for Frequently Desired Addressing Innovation Challenges 249
Outcomes 223 Be Alert for Common Pitfalls 251
Getting Started: Assembling the Team 237
Notes 255
Assessing Issues and Approach:
Innovation Assessment and Design 239 Acknowledgments 265
Before You Begin: Some Additional
About the Authors 269
Tips 244
Key Take-Aways 245 Index 271
ffttoocc..iinndddd vviiii 11//2200//22001144 88::5577::2255 PPMM
To the clients we served over the past two decades, thank you
for your trust, inspiration, and tireless eff orts to keep each of your
organizations vital through strategic innovation.
And to our families, thank you for your support through it all.
Your patient support helps us create the future with
others—thank you for creating it for us.
ffttoocc..iinndddd vviiiiii 11//2200//22001144 88::5577::2255 PPMM