The Innovator's Guide to Growth: Putting Disruptive Innovation to Work

by Elizabeth J. Altman, Scott D. Anthony, Mark W. Johnson, et al.

Book Overview

More than a decade ago, Clayton Christensen's breakthrough book The Innovator's Dilemma illustrated how disruptive innovations drive industry transformation and market creation. Christensen's research demonstrated how growth-seeking incumbents must develop the capability to deflect disruptive attacks and seize disruptive opportunities. In The Innovator's Guide to Growth , Scott Anthony, Mark Johnson, Joseph Sinfield, and Elizabeth Altman take the...

• Format: Hardcover
• Language: English
• ISBN: 1591398460
• ISBN13: 9781591398462
• Release Date: May 2008
• Publisher: Harvard Business Review Press
• Length: 320 Pages
• Weight: 1.77 lbs.
• Dimensions: 1.2" x 7.6" x 9.1"

Customer Reviews

not just a book

It is not just a book. It is a complete guide to innovate. there's a lot of theory about innovation all around, some very good, some others not so good, But in this volume you will find everything you need to take off.

Making innovation a regular part of your organization...

I've read a number of books on innovation, both on a personal and business level. Always looking to find that "edge"... In the book The Innovator's Guide to Growth: Putting Disruptive Innovation to Work by Scott D. Anthony, Mark W. Johnson, Joseph V. Sinfield, and Elizabeth J. Altman, the authors present a methodology for making disruptive innovation part of your company's culture. Along the way, I had my thoughts twisted a bit as to how best to disrupt the standard playing field, while not going head-to-head with the giants right from the beginning... Contents: Introduction: Your Guide to Growth; Precursors to Innovation Part 1 - Identify Opportunities: Identifying Nonconsumers; Identifying Overshot Customers; Identifying Jobs to Be Done Part 2 - Formulate and Shape Ideas: Developing Disruptive Ideas; Assessing a Strategy's Fit with a Pattern Part 3 - Build the Business: Mastering Emergent Strategies; Assembling and Managing Project Teams Part 4 - Build Capabilities: Organizing to Innovate; Innovation Metrics Conclusion Appendix - Frequently Asked Questions; Notes; Index; About the Authors As you can tell from the list of chapters, the authors cover everything from identifying ideas and potential products that would be disruptive clear through to the end where you have a formal organization that can grow and repeat successes in that area. Given their experience in the field, you avoid making mistakes that are all too common and sound correct, but end up being wrong. For instance, companies have a tendency to throw massive amounts of resources and capital behind a new idea or product that will "revolutionize the industry". The problem is that everyone becomes committed to the initial design and plan, and no thought is given to learning and prototyping along the way. The end result is often a product that completely misses the mark in terms of what people want. But by then, so many millions have been sunk into the design that you can't easily go back. The book instead advocates for quick trials and cheap prototypes without large amounts of funding. That forces creativity and smaller experiments, and permits course changes along the way. Only after you get actual feedback do you commit larger resources to it. But by then, you should know the outcome or have a solid idea as to market acceptance. For me, I was most interested in the first part of the book. The concept of "overshot customers" was one I hadn't heard of in quite those terms. These are the people who don't need or can't use all the high-end performance built into the product(s) being offered, and are actually looking for something far less. To them, "less" becomes "perfect". Why pay for 100% of a product when all you really need is 10% of it? The other 90% is of no use to you. This is also linked to the concept of "nonconsumers". These are the people who don't use your product (or any product being offered) due to constraints of skill, wealth, access, or time. If y

The book on implemeting disruptive innovation

So Geoffrey Moore has the Chasm Companion. Now the field of innovative disruption so clearly identified by Clayton Christensen has its own implementation book. Like anything put out by Innosight, Christensen's consulting company, the book is thorough from end to end. If you read nothing else you must read the Summary and FAQs at the end. I read it in two lengthy sittings. It is a fascinating read that starts out talking to established companies like P & G , Intel and RIM. Then it hits its stride and the implementation guides, examples, templates and resources are useful for every company. Yes even start-ups. IMHO anyone working in tech should have read and review this book, But I am a fan of Christensen's work , and if everyone followed his ideas, there would be less work for my consulting firm. The book is full of great case studies Swiffer, Wii, Skype, YouTube, Metro newspapers, ITunes, Whitestrips, Adwords, eBay. Some great lines. " Medical device cos commoditze doctors". " Look for people with the right school of experience - What problems could arise? Who has encountered these problems?" "What job is the client needing done? "

accessible and practical

As a small business owner I was not sure this book would be relevant for the clientele I serve. I couldn't be more wrong! The book is written in an accessible and easy to understand way, and the strategies are easy to employ. The Innovator's Guide is a book I keep on my desk and refer to again and again. The book contains a wealth of practical tips that I have used to help my business grow! It especially helped us think about how to build the capabilities to innovate more reliably and set management expectations. I found the entirety of the book practical and applicable, and highly recommend it to any executive or executive team member in both small and large businesses.