"Ten Types of Innovation" Advances the Field of Innovation From Art to Discipline with One of the World’s Most Recognized Frameworks

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Larry Keeley, Ryan Pikkel, Brian Quinn, and Helen Walters Share the Result of 30 Years of Research on Building Business Breakthroughs in New Book

Ten Types of Innovation (Wiley, April 2013)

“We are overdue for a revolution in the way innovation is diagnosed, developed, fostered, de-risked, launched and amplified,” says Keeley.

For many businesses and organizations innovation isn’t optional—it’s imperative. Customers demand it; competitors will outflank them if they don't achieve it; talented employees won't join their teams if they don't deliver it; and most analysts and investors expect it. "Ten Types of Innovation: The Discipline of Building Breakthroughs" (April 2013; WILEY; Paperback; $29.95; ISBN: 978-1-118-50424-6) helps visionaries of all levels and in all industries learn what to do when the stakes are high, time is short and a breakthrough needs to happen.

Authors Larry Keeley, Ryan Pikkel, Brian Quinn, and Helen Walters wrote the book to share one of the world’s most recognized frameworks in the field of innovation—developed by Doblin, the innovation practice of Monitor Deloitte within Deloitte Consulting LLP, through empirical study and over 30 years of research and practical application.

Many people assume innovation demands massive investments in R&D, astounding technological discoveries, and an unending stream of shiny new products with ever-better features and functions. Unfortunately, these are precisely the practices that produce staggeringly high rates of failure. Firms that try to innovate fail to achieve a satisfactory return on their investments—by their own standards—96 percent of the time. This is powerful evidence that the typical approach to innovation isn't working. Given the astounding pace of change across markets and throughout the globe, we need successful innovation now more than ever.

“We are overdue for a revolution in the way innovation is diagnosed, developed, fostered, de-risked, launched and amplified,” says Keeley. “Our ambition is to make innovation a systematic approach, moving the field from a mysterious art to more of a disciplined science using analogies throughout the book to help illustrate our ambition rather than mirror our claim. The Ten Types of Innovation concept has influenced thousands of executives and companies around the world since its discovery in 1998 and this book is the first explaining how to implement it.”

The Ten Types of Innovation framework emerged from applying a proprietary approach to a list of more than 2,000 successful innovations, including Amazon.com, early IBM mainframes, the Ford Model-T , and many more, to determine ten meaningful groupings that provide insight into innovation. "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. This framework has proven to be one of the most enduring and useful ways to start thinking about transformation and the authors detail how businesses can use these innovation principles to bring about meaningful—and sustainable—growth within their organizations.

“Society is in the midst of radical transformation. We struggle to resolve issues around the increasing cost of both education and healthcare and their increasingly limited return on investment—and yet we steadily expect more from our computers, smartphones, apps, networks and games,” says Quinn. “We need to recognize that both our need and capacity for innovation has never been greater. For perhaps the first time in history, we are in a position to tackle tough and important problems with rigorous tools and techniques."

"Ten Types of Innovation" is a practical and tangible tool that will help executives and managers develop and implement innovation approaches more successfully in any context, industry or market. Learn more about the "Ten Types of Innovation" at http://www.doblin.com/tentypes/

For information about the authors, please see the authors' page on Wiley.com's Press Room.

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