Innovation: The Five Disciplines for Creating What Customers Want

Curtis R Carlson & William W Wilmot



Nothing is more important to business success than innovation . . . And here’s what you can do about it on Monday morning with the definitive how-to book from the world’s leading authority on innovation

When it comes to innovation, Curt Carlson and Bill Wilmot of SRI International know what they are talking about—literally. SRI has pioneered innovations that day in and day out are part of the fabric of your life, such as:

•The computer mouse and the personal computer interface you use at home and work

•The high-definition television in your living room

•The unusual numbers at the bottom of your checks that enable your bank to maintain your account balance correctly

•The speech-recognition system used by your financial services firm when you call for your account balance or to make a transaction.

Each of these innovations—and literally hundreds of others—created new value for customers. And that’s the central message of this book. Innovation is not about inventing clever gadgets or just “creativity.” It is the successful creation and delivery of a new or improved product or service that provides value for your customer and sustained profit for your organization. The first black-and-white television, for example, was just an interesting, cool invention until David Sarnoff created an innovation—a network—that delivered programming to an audience.

The genius of this book is that it provides the “how” of innovation. It makes innovation practical by getting two groups who are often disconnected—the managers who make decisions and the people on the front lines who create the innovations—onto the same page. Instead of smart people grousing about the executive suite not recognizing a good idea if they tripped over it and the folks on the top floor wondering whether the people doing the complaining have an understanding of market realities, Carlson and Wilmot’s five disciplines of innovation focus attention where it should be: on the creation of valuable new products and services that meet customer needs.

Innovation is not just for the “lone genius in the garage” but for you and everyone in your enterprise. Carlson and Wilmot provide a systematic way to make innovation practical, one intimately tied to the way things get done in your business.

Teamwork isn't enough; Creativity isn't enough; A new product idea isn't enough

True innovation is about delivering value to customers. Innovation reveals the value-creating processes used by SRI International, the organization behind the computer mouse, robotic surgery, and the domain names .com, .org, and .gov. Curt Carlson and Bill Wilmot show you how to use these practical, tested processes to create great customer value for your organization.

What will you learn from this book

  1. Innovation as a Process: Understanding innovation as a systematic and structured process rather than a random occurrence, involving ideation, development, and implementation phases.

  2. Creative Problem Solving: Emphasizing the importance of fostering a culture that encourages creative thinking and problem-solving to drive innovation.

  3. Customer-Centric Innovation: Prioritizing understanding and addressing customer needs, preferences, and pain points as a core driver of innovative solutions.

  4. Collaboration and Interdisciplinary Approaches: Promoting collaboration among diverse teams and disciplines to foster cross-pollination of ideas and perspectives.

  5. Risk-Taking and Experimentation: Encouraging a culture that allows for calculated risk-taking, experimentation, and learning from failures as part of the innovation process.

  6. Adaptability and Flexibility: Being adaptable to changing market dynamics and embracing flexibility in strategies to respond to emerging opportunities or challenges.

  7. Technology and Disruption: Understanding the role of technology in driving disruptive innovation and its impact on industries and business models.

  8. Leadership and Vision: Highlighting the role of visionary leadership in fostering a culture that supports and values innovation.

  9. Continuous Improvement: Stressing the importance of continuous improvement and incremental innovation as pathways to larger breakthroughs.

  10. Measuring Innovation: Developing metrics and frameworks to measure and evaluate the effectiveness and success of innovation initiatives within an organization.

Language English
ISBN-10 0307336697
ISBN-13 9780307336699
No of pages 356
Font Size Medium
Book Publisher Crown Publishers
Published Date 08 Aug 2006

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