Innovate the Future: A Radical New Approach to IT Innovation

300 Pages·2010·2.351 MB·English

by  David Croslin

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Innovate the Future
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Innovate the Future
A Radical New Approach
to IT Innovation
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David Croslin
Upper Saddle River, NJ • Boston • Indianapolis • San Francisco
New York • Toronto • Montreal • London • Munich • Paris • Madrid
Capetown • Sydney • Tokyo • Singapore • Mexico City
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Library of Congress Cataloging-in-Publication Data
Croslin, David.
Innovate the future : a radical new approach to IT innovation / ptg
David Croslin.
p. cm.
Includes index.
ISBN 978-0-13-705515-9 (pbk. : alk. paper)
1. Technological innovations. 2. Information technology—
Management. I. Title.
T173.8.C765 2010
658'.05—dc22
2010007206
Copyright © 2010 Pearson Education, Inc.
All rights reserved. Printed in the United States of America. This publi-
cation is protected by copyright, and permission must be obtained from
the publisher prior to any prohibited reproduction, storage in a retrieval
system, or transmission in any form or by any means, electronic,
mechanical, photocopying, recording, or likewise. For information
regarding permissions, write to:
Pearson Education, Inc.
Rights and Contracts Department
501 Boylston Street, Suite 900
Boston, MA 02116
Fax: [phone]
ISBN-13: 978-0-13-705515-9
ISBN-10: 0-13-705515-3
Text printed in the United States on recycled paper at Courier in
Stoughton, Massachusetts.
First printing, April 2010
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This book is dedicated to the people who have made me
stronger by supporting me when I was weak. It’s dedicated to
my loved and loving wife, Suzanne, and my amazing children—
Jessica, Bonnie, Kaitlyn, Kristina, Olivia, Jolie, Parker, and
Hunter—for the sacrifices you have made during the writing of
this book. It’s dedicated to my best friends and mentors for
cheering me on when I was right but more so for guiding me
when I was wrong. And it’s dedicated to Bob Laird, whose
friendship, mentorship, and guidance made this book possible.
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Contents
Acknowledgments xv
About the Author xvii
Part I Understanding Innovation 1
Chapter 1 Inventions and Innovations 3 ptg
Inventions and Innovations 4
Inventions and Randomness 7
Types of Inventions 10
Business versus Technical Invention 11
Internal and External Inventions 14
Disruptive Innovation 16
Incremental Innovation 20
Destructive Invention 22
Good Enough Innovation 23
Targeted Invention and Innovation 25
Chapter 2 Transformative Value 27
Perceived Value 28
Impact of Consumption Priorities 31
Business and Personal Lifestyles 33
Time, Money, and Simplification 36
Transformative Value 37
Trigger Points 39
Early Adopters 40
vii
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viii Contents
Chapter 3 The Innovation Life Cycle 43
Innovation Types 44
The Innovation Life Cycle 44
Stage 1: Initial Invention 46
Stage 2: Disruptive Innovation 49
Stage 3: Incremental Invention 51
Stage 4: Positive Incremental Innovation 51
Stage 5: Repetitive Incremental Innovation 53
Stage 6: Negative Incremental Invention 55
Stage 7: Repetitive Negative Incremental Invention 57
Stage 8: Destructive Invention 59
The Innovation Life Cycle Inflection Points 59
Innovation Inflection Point A 61
Innovation Inflection Point B 62
Innovation Inflection Point C 64
The Optimal Innovation Life Cycle 65
Part II Business and Technical Life Cycles 67
Chapter 4 Business Life Cycles 69
Business Life Cycles 69 ptg
Product Life Cycle 71
Stage 1: Dominant Product 71
Stage 2: Feature Set Expansion 72
Stage 3: Feature Overkill 75
Stage 4: Commoditized Product 77
The Product Life Cycle Inflection Points 78
The Product Life Cycle and the Innovation Life Cycle 79
Market Life Cycle 80
Introducing the Market Life Cycle Inflection Points 80
Market Life Cycle Metrics 81
Stage 1: Market Creation 83
Stage 2: Market Battles 84
Stage 3: Market Truce 86
Stage 4: Market Stagnation 87
The Market Life Cycle and the Innovation Life Cycle 88
Company Life Cycle 89
Company Pressures 90
Stage 1: Initial Flexibility 92
Stage 2: Pressures 95
Stage 3: Frozen Flexibility 96
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CONTENTS ix
The Company Life Cycle and the Innovation Life Cycle 97
All Four Business Life Cycles 98
Chapter 5 Innovation Life Cycle Stagnation 101
Innovation Life Cycle Pressures 101
Appearance of Randomness 102
Overlapping Viewpoints 105
Product Commoditization 106
Product Delivery Chain 108
Transformative Value Chain 110
The Executive View: Innovation Is Very Risky 114
Management Team Challenges with Incremental
Innovation 116
Competitor's Advantages Within the Innovation
Life Cycle 118
Chapter 6 Innovation Life Cycle Disruption 121
Thinking Outside the Box 121
Building the Box 123
Assumptions Everywhere 125
Intellectual Property 129
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Product Delivery Chain Stakeholders 131
Chapter 7 The Innovation Checklist 133
Overview of the Innovation Checklist 133
Isolate the Drivers of the Consumer’s Transformative
Value 134
Fully Understand Your Product Delivery Chain 136
Align the Different Viewpoints Within Your Company 137
Isolate Pain Points in the Product Delivery Chain 137
Reenergize the Transformative Value Chain 138
Define a “Good Enough” Product 139
Seize Control of Push-Me/Pull-You 140
Kill Assumptions 141
Recognize Your Innovation Life Cycle Stagnation 142
Figuratively Commoditize Your Product 143
Isolate Intellectual Property 144
Map Intellectual Property to New Markets 144
Create Disruptive Innovations 145
Fund Disruptive Innovation 146
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