Innovation Sucks!: Time to Think Differently

This book challenges the "ingrained truths of innovation" and suggests a different approach. It advocates for an "impeller approach" that starts with possible solutions and allows the market to pull the best ones forward, enabling faster failure or success. A "bee" is added to harvest existing knowledge from experts, reversing the innovation process and better positioning organizations to win in the market. This approach is essential for Heads of Innovation, Commercialization, Marketing, Product Development, and Service Development, as well as Strategy Directors, Chief Technology Officers, Government advisers, and policy makers.

Format: Paperback / softback
Length: 176 pages
Publication date: 15 March 2021
Publisher: Taylor & Francis Ltd

Businesses spend billions on innovation with very little to show for their investment or effort. This book challenges some of the 'ingrained truths' of innovation and suggests a different approach. Innovation is not the creation of a novel idea.

It is the successful commercialisation of that novel idea. Rather than starting with a costly, time-consuming problem assessment that seeks to push potential solutions through an innovation funnel, an 'impeller approach' starts with possible solutions and gets the market to pull the best ones forward so they can fail fast or flourish fast. This approach is made possible by the addition of a 'bee' - a new type of integrative thinker who can harvest the existing knowledge from the 'meadow of experts'.

Completely reversing the innovation process means organisations are much better placed to win in the market rather than focusing on finding theoretical solutions or clearing innovation stage gates. In addition, this approach also recognises that the people who shepherd the solution through the ideation and testing stage are not the same people who must then take that solution to market for successful commercialisation. Given the current innovation failure rate, coupled with the fact that society is beset with multiple wicked problems, it's time to think differently and innovate innovation itself.

This book is essential reading for Heads of Innovation and Commercialisation, Directors of Marketing, Heads of New Product Development and New Service Development, Strategy Directors, Chief Technology Officers, Government advisers and policy makers.

Weight: 304g
Dimension: 154 x 234 x 15 (mm)
ISBN-13: 9780367681920