Table Of Content(continued from front fl ap) $39.95 USA / $47.95 CAN
This important book explains that understanding and
overcoming these barriers is vital not only to you, as
an inventor, entrepreneur, or researcher, but also to
business leaders, licensing professionals, IP profes-
sionals, corporations, and even leaders of nations! Conquering
“Conquering Innovation Fatigue is like no other innovation book you have ever read. The
Conquering Innovation Fatigue points the way to ideas are new, amazingly fresh, and practical. I wil ask al my clients to read this book Innovation
cost-effective, practical solutions to strengthen in- because, like me, I believe they also want to get to the future fi rst. The authors know
what they are talking about. They have recreated their unique innovation knowledge, Fatigue
novation and achieve personal or corporate success.
experience, and insight into a practical 21st-century guide that will take you on a
There’s no reason to let fatigue get in your way. remarkable journey. This is a book that is desperately needed in the industry.” Overcoming the Barriers to Personal
—D r. Kobus Neethling, President, South African Creativity Foundation, and and Corporate Success
JEFF LINDSAY, PHD, is the Director of Solution De- bestselling author of more than 80 books
velopment at Innovationedge, a management-consult-
ing fi rm that specializes in strategic innovation and “Conquering Innovation Fatigue provides practical advice and fresh perspective on Conquering Innovation Fatigue is for anyone seek-
growth. He is a U.S. patent agent, an inventor with overcoming barriers to successful innovation. Understanding the nine major fatigue ing success through innovation. Business leaders, in-
over 100 patents, and the former corporate patent factors and applying the energizing factors in this book should help corporations improve ventors, researchers, entrepreneurs, and civic leaders
strategist of Kimberly-Clark Corporation. the return on their innovation investments.” will benefi t from its insights and practical solutions.
— B eth Springer, Executive Vice President, The Clorox Company It reveals the sometimes hidden barriers—nine major
CHERYL PERKINS is the founder and President of In- “Innovation is hard, exhausting work. Lindsay, Perkins, and Karanjikar understand this, “innovation fatigue factors”—that can block the path
novationedge, as well as a thought leader in innovation and have identifi ed a number of ways to overcome innovation fatigue. This book will help to innovation success, and shows how to cope with or
and a creative catalyst in brand-building initiatives for innovators develop the staying power they must have to get their innovations all the way conquer them.
companies looking for that innovative edge. In 2006, from inception into the market.”
BusinessWeek chose Cheryl as one of the “Top 25 — H enry Chesbrough, Adjunct Professor and Executive Director, Center for Open Conquering Innovation Fatigue takes a unique per-
Champions of Innovation in the World.” Innovation at the Haas School of Business at University of California, Berkeley sonal look at the challenges innovators face in their
journey, invoking the metaphor of immigrants in
MUKUND KARANJIKAR, PHD, is a senior associate “Essential reading for those with ideas that deserve to go to market. This book was written a strange land facing barriers at multiple levels. By
at Technology Holding LLC where he pursues break- Ibty texapchereise nucse dh otwra vteol earns toicfi pthaete d aifnfi dc ualvt orioda dros agdobilnogc kfrso amn dc odnecteoputr sto, gcuoimdimnge rtchiael wreaayli tyo. drawing upon original case studies and advances in
through innovations in energy and the environment. He personal and corporate success.” innovation theory and practice—some presented here
is a champion of collaborative innovation in energy and —E .J. (Woody) Rice, retired, former president, Institute of Paper Science and for the fi rst time—the authors show how innovation
related fi elds. His publications span idea management, Technology, and former group vice president, Hercules, Inc. can be energized to conquer fatigue and help innova-
new product development, and open innovation. tors reach success.
“A must for any CEO who wants to drive change and introduce winning technology.”
—R obert van der Merwe, Chairman, President, and Chief Executive Offi cer, You will learn how to:
Checkpoint Systems, Inc. • Recognize and overcome the nine major innovation
fatigue factors across three key categories
“I enjoyed this book! It provides a compendium of stories about the diverse set of indi- • Make the right connections to bring innovation to
viduals who must colaborate to make innovation successful. Some tales are uplifting, OVERCOMING THE BARRIERS TO
the marketplace
some discouraging, some challenging—but all are enlightening. Inventors, innovation
managers, business leaders, and policymakers can each gain deeper insight into their role PERSONAL AND CORPORATE • Avoid unintended innovation-killers
in making innovation happen.” • Enhance the productivity of your personnel involved
—D r. Miles P. Drake, Senior Vice President, R&D, and Chief Technology Offi cer, SUCCESS with innovation
Weyerhaeuser Company • Exploit low-cost intellectual assets (not just patents)
to better deal with disruptive innovation
Jeff Lindsay • Turn the “innovation funnel” upside down to create
more effi cient, targeted innovation
Cheryl Perkins • Tap multidisciplinary skills for innovation success
Mukund Karanjikar
(continued on back fl ap)
Lindsay
Conquering Innovation Fatigue
Perkins
Karanjikar
ffirs.indd iv 5/21/09 11:04:21 PM
Conquering
Innovation Fatigue
OVERCOMING THE BARRIERS TO PERSONAL
AND CORPORATE SUCCESS
Jeffrey Dean Lindsay, Cheryl A. Perkins,
and Mukund R. Karanjikar
John Wiley & Sons, Inc.
ffirs.indd i 5/21/09 11:04:19 PM
Copyright © 2009 by Jeffrey Dean Lindsay, Cheryl A. Perkins, and Mukund R.
Karanjikar. All rights reserved.
Published by John Wiley & Sons, Inc., Hoboken, New Jersey.
Published simultaneously in Canada.
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, without either the prior written permission
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to the Copyright Clearance Center, Inc., 222 Rosewood Drive, Danvers, MA 01923,
978-750-8400, fax 978-646-8600, 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
201-748-6008, or online at www.wiley.com/go/permissions.
Limit of Liability/Disclaimer of Warranty: While the publisher and author have
used their best efforts 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. The 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.
For general information on our other products and services, or technical support,
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For more information about Wiley products, visit our Web site at www.wiley.com.
Library of Congress Cataloging-in-Publication Data:
Lindsay, Jeffrey D.
Conquering innovation fatigue: overcoming the barriers to personal and
corporate success / Jeffrey D. Lindsay, Cheryl A. Perkins, and Mukund Karanjikar.
p. cm.
Includes index.
ISBN 978-0-470-46007-8
1. Technological innovations—Economic aspects. 2. Diffusion of innovations.
3. Success. I. Perkins, Cheryl A. II. Karanjikar, Mukund. III. Title.
HC79.T4L555 2009
658.4’063—dc22
2009001906
Printed in the United States of America
10 9 8 7 6 5 4 3 2 1
ffirs.indd i 5/21/09 11:04:21 PM
To those who yearn to create,
To those who see what can be.
ffirs.indd i 5/21/09 11:04:21 PM
ffirs.indd iv 5/21/09 11:04:21 PM
Contents
Foreword xi
Preface xv
About the Authors xvii
Acknowledgments xix
Part I: Introduction 1
Chapter 1 An Introduction to Innovation Fatigue 3
Common Innovation Fatigue Factors:
An Overview 4
1. People Fatigue (Fatigue from the Way
People Act) 5
2. F atigue Factors in the Organization
(Strategy, Culture, Actions) 6
3. E xternal Fatigue (Factors in the
Environment) 6
Nine Leading Fatigue Factors 7
Incentives and Innovation: It’s Not Just About
Profit 8
EmpowerPlaygrounds and the
Light of Innovation 9
Tesla’s Sacrifice 11
v
ftoc.indd v 5/21/09 2:21:30 PM
vi Contents
Chapter 2 The Funnel vs. the “Horn of Innovation™” 15
The Rise of the “Invention Horn” 21
Part II: People Fatigue—Problems
at the Individual Level 27
Chapter 3 Enduring Innovation Fatigue:
Another Look at Television 29
One Perspective: Farnsworth, the Wronged
Inventor 30
Lessons (First Perspective) 33
The Other Immigrants: Another Perspective 34
Chapter 4 Fatigue Factor #1: Theft and Exploitation 39
Unrequited Innovation: The Pain of Others
Getting Credit 41
Avoiding “Theft” within the Corporation (Loss
of Recognition) 43
Avoiding Theft: Tips for Corporate Inventors
and Corporations 46
Exploitation of Inventors and Entrepreneurs 46
Exploitation and Patent Shortcuts 47
Avoiding Deception 101: Do Your Due
Diligence and Seek Advice 48
Chapter 5 Fatigue Factor #2: Innovator Deficiencies 51
The Dangers of Unhealthy Pride 51
The Gatorade® Syndrome 52
Inability to Let Go: The One-Man Relay Race 53
Impatience and Other Infections 54
Reluctant Marketers 54
Tips for Innovators 55
Chapter 6 Fatigue Factor #3: The “Not Invented Here”
Syndrome—An Irrational Lack of
Exuberance 57
Devil’s Advocates and Other Champions of Defeat 58
Personal vs. Corporate Gains: Playing it Safe
with “Not Now” or “No” 59
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Contents vi
The Unseen Hand—or Fist? 60
Workarounds: Persistence, Networking, and
Multiple Connections 62
Imagined NIH Syndrome: Inventor Myopia
and the Lens of Risk 63
Tips for Innovators Taking Concepts to
Prospective Partners 65
Part III: Fatigue Factors in the Organization
(Strategy, Culture, Actions) 67
Chapter 7 Fatigue Factor #4: The Silent Innovation
Killer—Breaking the Will to Share 69
A Lesson from Pride Rock 69
Breaking the Will to Share 70
Devaluation of the Internal Inventor 73
Fatigue by Objectives 74
Fatigue and the Weakness of Corporate
Strengths 75
Fatigue among Senior Innovators 77
The Young Are at Risk as Well 77
Thinking with an Accent: A Diversity Problem 78
Culture Codes for Innovation and Corporate
Innovators 80
Promotion Systems, Performance Management
Systems 81
Listen to the Voice of the Innovator 83
Learnings 84
Chapter 8 Unintended Consequences:
Reinventing HP 85
Learnings 90
Chapter 9 Fatigue Factor #5: Fundamental Flaws in
Decision Making and Vision 91
The Armada Effect: Fatigue Through
Reshuffling 91
Leaders Listening to the Wrong Voices—Like
Shareholders? 93
The Foolishness of Crowds Revisited: iPod®
Skepticism 93
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viii Contents
Errant Metrics in Evaluating Innovation 95
The Danger of Focusing on Cost Alone:
Dismembering the Ecosystem 99
Learnings 100
Chapter 10 Fatigue Factor #6: Open Innovation
Fatigue 103
“The Statement We Read to People Like You” 105
Competitive OI and Connecting with a
Personal Touch 107
Lessons from the British Navy: Why the Cure
for Scurvy Took 200 Years to Be Implemented 108
Learnings 110
Chapter 11 Case Study on Overcoming Fatigue:
Hi-Tech Gems from the “Low-Tech” Paper
Industry 113
“Go Find Out” 115
18 Months of Solving the Wrong Problem—And
Paul’s Conversion on the Road
to . . . Cambridge 116
Skepticism, Uncertainty, and Encouragement 117
Standing His Ground 119
Certifiably Nuts: Finding the Right Problem
to Solve 120
Connections for Success—and Disappointment 121
Labor Pains: Birth is Just the Beginning 124
Learnings 125
Part IV: External Fatigue Factors 127
Chapter 12 Fatigue Factor #7: Patent Pain: Barriers to
Intellectual Property Protection 129
Judicial and PTO Hurdles to Protecting Good
Inventions 130
Enforcement Fatigue 132
KSR: A Potential Fatigue Factor from the
Supreme Court 133
Fatigue and Weak Property Rights 134
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