Ten Types of Innovation

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