Ten Types of Innovation The Discipline of Building Breakthroughs

Using a list of more than 2,000 successful innovations, including Cirque du Soleil, early IBM mainframes, the Ford Model-T, and many more, the authors applied a proprietary algorithm and determined ten meaningful groupings—the Ten Types of Innovation—that provided insight into innovation. The Ten Types of Innovation explores these insights to diagnose patterns of innovation within industries, to identify innovation opportunities, and to evaluate how firms are performing against competitors. The framework has proven to be one of the most enduring and useful ways to start thinking about transformation.

• Details how you can use these innovation principles to bring about meaningful—and sustainable—growth within your organization
• Author Larry Keeley is a world renowned speaker, innovation consultant, and president and co-founder of Doblin, the innovation practice of Monitor Group; BusinessWeek named Keeley one of seven Innovation Gurus who are changing the field

The Ten Types of Innovation concept has influenced thousands of executives and companies around the world since its discovery in 1998. The Ten Types of Innovation is the first book explaining how to implement it.

Larry Keeley (www.monitortalent.com; Cambridge, MA) is a world renowned speaker, innovation consultant, and president and co-founder of Doblin, the innovation practice of Monitor Group, which was founded by Michael Porter and is one of the world's leading global consulting practices. BusinessWeek named Keeley one of seven Innovation Gurus who are changing the field, and cited Doblin for having many of the most sophisticated tools for delivering innovation effectiveness. Larry also teaches innovation strategy at Illinois Institute of Technology and at the Institute of Design in Chicago, the first design school in the U.S. with a Ph.D. program.

Bansi Nagji is a senior partner of Monitor Group,  one of the world’s leading consultancies. He is leader of the firm's global innovation practice and has direct responsibility for many of Monitor's largest clients, helping leaders of global companies with their toughest growth challenges. He is a frequent speaker on the topic of innovation and authored the cover story on innovation in the May 2012 issue of Harvard Business Review. He holds a BA and MA from Cambridge University, England, and an MBA with Distinction from INSEAD, France.

Helen Walters is a writer and editor at Doblin and Monitor Group, and was previously innovation and design editor at BusinessWeek. She is the TED conference’s official on-site blogger and has some 13,600 followers on Twitter, while her daily blog of innovation-related updates, Thought You Should See This, has over 20,000 subscribers. She is still a regular writer on innovation and design, is a contributing editor to her alma mater, Creative Review, and contributes opinion pieces to publications including Design Observer, Fast Company and Core77.com.

PART ONE
INNOVATION
A NEW DISCIPLINE IS LEAVING THE LAB

CHAPTER 1
2 RETHINK INNOVATION
Eradicate lore, substitute logic

PART TWO
TEN TYPES OF INNOVATION
THE BUILDING BLOCKS OF BREAKTHROUGHS

CHAPTER 2
16 THE TEN TYPES
An overview

CHAPTER 3
18 PROFIT MODEL
How you make money

CHAPTER 4
22 NETWORK
How you connect with others to create value

CHAPTER 5
26 STRUCTURE
How you organize and align your talent and assets

CHAPTER 6
30 PROCESS
How you use signature or superior methods to do your work

CHAPTER 7
34 PRODUCT PERFORMANCE
How you develop distinguishing features and functionality

CHAPTER 8
38 PRODUCT SYSTEM
How you create complementary products and services

CHAPTER 9
42 SERVICE
How you support and amplify the value of your offerings

CHAPTER 10
46 CHANNEL
How you deliver your offerings to customers and users

CHAPTER 11
50 BRAND
How you represent your offerings and business

CHAPTER 12
54 CUSTOMER ENGAGEMENT
How you foster compelling interactions

PART THREE
MORE IS MIGHTIER
MIX AND MATCH INNOVATION TYPES FOR GREATER IMPACT

CHAPTER 13
62 GO BEYOND PRODUCTS
How to avoid being easily copied

CHAPTER 14
78 STRENGTH IN NUMBERS
Innovations using a combination of types generate better returns

PART FOUR
SPOT THE SHIFTS
SEE THE CONDITIONS THAT BIRTH BREAKTHROUGHS

CHAPTER 15
100 MIND THE GAP
Uncover your blind spots

CHAPTER 16
104 CHALLENGE CONVENTION
See where your competitors are focusing — and then make different choices

CHAPTER 17
118 PATTERN RECOGNITION
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
130 DECLARE INTENT
By being clear about where and how you will innovate, you massively increase your odds of success

CHAPTER 19
142 INNOVATION TACTICS
A toolkit that turns the Ten Types into building blocks for innovation

CHAPTER 20
150 USING THE INNOVATION PLAYBOOK
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
190 GET CRACKING
Everyone is afraid of the unfamiliar.
Here’s how to innovate anyway

CHAPTER 22
196 SPONSORS AND AUTHORS
Great firms make sure that innovation is not optional

CHAPTER 23
200 INSTALLING INNOVATION
Don’t worry about culture.
Build a systemic capability

CHAPTER 24
212 EXECUTE EFFECTIVELY
Principles for bringing your innovations to market on time and on budget

PART SEVEN
APPENDIX
PUTTING THESE PRINCIPLES INTO PRACTICE

232 ACKNOWLEDGMENTS

234 INNOVATION BIBLIOGRAPHY

238 NOTES AND RESEARCH DATA

251 IMAGE CREDITS

252 INDEX

256 ABOUT THE AUTHORS

258 ABOUT DOBLIN AND MONITOR DELOITTE

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