The Top 10 Myths of Business Innovation
From the Innovation weblog
"Author Geoffrey Moore (Crossing the Chasm, Living on the Fault Line) has published a hard-hitting list of the top ten myths of business innovation. In no-nonsense style, he literally explodes some of the most popular notions about this topic. Here is the list (in David Letterman-like reverse order), along with a few nuggets from it that caught my attention:
10. We don't innovate around here any more.
9. Product life cycles are getting shorter and shorter. 'And whose fault is that? If you do not differentiate in hard-to-copy ways, you cannot expect what differentiation you do create to be long-lived... Sustainable differentiation requires barriers to entry and barriers to exit.'
8. We need a chief innovation officer. 'Like a hole in the head. Think about what your true goal is: you want innovation that creates differentiation that leads to customer preference during buying decisions.'
7. We need to be more like Google.
6. R&D investment is a good indicator of innovation commitment.
5. Great innovators are usually egotistical mavericks.
4. Great innovation is inherently disruptive.
3. It is good to innovate. 'No, it is good to differentiate on an attribute that drives customer preference during buying decisions. Innovating elsewhere costs money and entails risk but does not create competitive advantage... you would be surprised about the amount of innovation going on in your company right now that serves no economic purpose.'
2. Innovation is hard.
1. When innovation dies, it's because the antibodies kill it. (This last point is especially interesting, but I can't do it justice with a quote from Geoff. You just gotta read it!)
This list is must reading for anyone who is concerned about growing the innovative capacity of their organizations. Geoff makes some great points. Deep down, his central themes are that innovation must serve the customer, and that companies must innovate by differentiating their products and services along directions that matter to customers.
Geoff's "top 10" list is already stimulating debate. Tom Foremski from the SiliconValleyWatcher blog takes issue with Geoff's contention that innovation doesn't always have to be disruptive."
Technorati innovation tag
"Author Geoffrey Moore (Crossing the Chasm, Living on the Fault Line) has published a hard-hitting list of the top ten myths of business innovation. In no-nonsense style, he literally explodes some of the most popular notions about this topic. Here is the list (in David Letterman-like reverse order), along with a few nuggets from it that caught my attention:
10. We don't innovate around here any more.
9. Product life cycles are getting shorter and shorter. 'And whose fault is that? If you do not differentiate in hard-to-copy ways, you cannot expect what differentiation you do create to be long-lived... Sustainable differentiation requires barriers to entry and barriers to exit.'
8. We need a chief innovation officer. 'Like a hole in the head. Think about what your true goal is: you want innovation that creates differentiation that leads to customer preference during buying decisions.'
7. We need to be more like Google.
6. R&D investment is a good indicator of innovation commitment.
5. Great innovators are usually egotistical mavericks.
4. Great innovation is inherently disruptive.
3. It is good to innovate. 'No, it is good to differentiate on an attribute that drives customer preference during buying decisions. Innovating elsewhere costs money and entails risk but does not create competitive advantage... you would be surprised about the amount of innovation going on in your company right now that serves no economic purpose.'
2. Innovation is hard.
1. When innovation dies, it's because the antibodies kill it. (This last point is especially interesting, but I can't do it justice with a quote from Geoff. You just gotta read it!)
This list is must reading for anyone who is concerned about growing the innovative capacity of their organizations. Geoff makes some great points. Deep down, his central themes are that innovation must serve the customer, and that companies must innovate by differentiating their products and services along directions that matter to customers.
Geoff's "top 10" list is already stimulating debate. Tom Foremski from the SiliconValleyWatcher blog takes issue with Geoff's contention that innovation doesn't always have to be disruptive."
Technorati innovation tag
posted by mick yates @ 8:34 PM permalink
0 Comments:
Post a Comment
Links to this post:
Create a Link
<< LeaderValues home
<< back to the blog