The Innovator's Field Guide

1 Setting Context 1 About This Field Guide 1 The Innovation Challenges 3 Principles of Innovation 7 As You Read The Guide 11 2 Raising Your Innovation IQ Through Insight-Driven Innovation 13 What Is a "Great Insight"? 14 Five Insight Types 16 Key Take-Aways 52 3 Enabling Breakthrough Innovation 53 Enabling Breakthrough Innovations Through Insight Combinations 54 Domaining: Building a Pipeline of Related Concepts 57 Bringing Strategic Focus to Your Efforts: Innovation Architecture 69 Key Take-Aways 72 4 From Nascent Idea to Business Concept 73 Changing Your Mind-Set About the Innovation Process 74 The SEI Approach 76 Using an Iterative Learning Process 87 Don't Take Opportunity Elaboration and Framing for Granted 88 Fast-Tracking Opportunities When You Believe Speed to Market Is Critical 89 Key Take-Aways 91 5 Propelling Fast Innovation 93 Engaging the Organization Through Focused Innovation Challenges 95 Innovation Accelerators 106 Open Innovation: Moving Faster Than Your Internal Development 108 Key Take-Aways 115 6 Experimentation and De-Risking 117 Framing Risk to Manage It 119 Defining Your Learning Path 120 Developing Your Experimentation Agenda 123 Experimentation in Action 132 Key Take-Aways 136 7 Innovating While in Market 139 Innovating While Flying the Plane 140 Principles to Guide Postlaunch Innovation 141 Using Front-End Techniques in Postlaunch Activities: Develop New Insights to Enable New Learning 142 Translating Insights into Action 150 Continue to Experiment for Postlaunch Learning and Revision 154 Postlaunch Innovation: Illustrative Design Approaches 154 Postlaunch Innovation Pioneers: Select Case Examples 157 Postlaunch Innovation Issues to Anticipate 161 Key Take-Aways 163 8 Organizing for Innovation 165 A Framework for Organizing the Elements of Innovation 166 Design Principles for Organizing for Innovation 167 The Organizing Elements 172 Case Examples: Organizing for Innovation 189 Key Take-Aways 198 9 Leading Innovation 199 Leading Innovation from the Top 200 Driving Leadership Engagement in Innovation 204 An Example of Innovation Leadership Engagement 206 Leading Innovation from the Top: Who's on Point? 210 Top Leadership as an Indispensable Element 212 Leading from Within: Grassroots-Led Innovation 213 Key Take-Aways 218 10 Getting Started 219 Designing from Outcomes Back 220 Different Types of Innovation Outcomes 221 High-Level Designs for Frequently Desired Outcomes 223 Getting Started: Assembling the Team 237 Assessing Issues and Approach: Innovation Assessment and Design 239 Before You Begin: Some Additional Tips 244 Key Take-Aways 245 11 Conclusion and Looking Ahead 247 Flexible, Reconfigurable Techniques for Addressing Innovation Challenges 249 Be Alert for Common Pitfalls 251 Notes 255 Acknowledgments 265 About the Authors 269 Index 271