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Book Review: Ten Types of Innovation by Larry Keeley, Ryan Pikkel, Brian Quinn, Helen Walters

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Ten Types of Innovation: The Discipline of Building Breakthroughs by Larry Keeley, Ryan Pikkel, Brian Quinn and Helen Walters is an important treatise on the essential elements necessary to introduce a new idea from concept through implementation over a wide array of customers and product offerings.

According to the authors, the first four types of innovation focus upon the inner workings of the enterprise. These elements consist of the profit model, network, organizational structure and internal system flows or processes. The remaining six areas include the product performance, product systems, servicing, distribution channels, brand name and customer engagement. Full implementation consists of having a successful operating scenario in place for each of the ten phases. Problems in any single phase can have a detrimental impact overall.

The authors provide working models to illustrate the general principles in action. For instance, UPS and Toshiba partnered to have UPS technicians repair broken Toshiba laptops at the UPS shipping hubs. Apple Computer engages its customers by showcasing its new hardware and software to affiliates at the World Wide Developer’s Conference (WWDC). Admissions tickets are priced at $1600. Google determines which sites on the web offer high content and value. These sites are elevated to higher levels in the search results.

The book provides an interesting section on shifting focus. Looking within helps to determine stale patterns of operating in favor of innovation aimed at streamlining operations. Looking at others in the industry provides comparative data which can be helpful in deciding whether or not to innovate differently. Sometimes examining what others are doing outside your industry helps to redirect internal efforts for the future.

The authors provide an innovation summary which includes the various modalities of innovation for each major area. For instance, network innovation may consist of alliances, collaboration, consolidations, franchising or supply chain innovation.

Ten Types of Innovation  is an important work which explains the various elements necessary to take a product or process from concept through to implementation for a wide array of constituencies both internal and external to the firm.

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About Dr Joseph S Maresca

I've taught approx. 34 sections of collegiate courses including computer applications, college algebra, collegiate statistics, law, accounting, finance and economics. The experience includes service as a Board Director on the CPA Journal and Editor of the CPA Candidates Inc. Newsletter. In college, I worked as a statistics lab assistant. Manhattan College awarded a BS in an allied area of operations research. The program included courses in calculus, ordinary differential equations, probability, statistical inference, linear algebra , the more advanced operations research, price analysis and econometrics. Membership in the Delta Mu Delta National Honor Society was granted together with the degree. My experience includes both private account and industry. In addition, I've worked extensively in the Examinations Division of the AICPA from time to time. Recently, I passed the Engineering in Training Exam which consisted of 9 hours of examination in chemistry, physics, calculus, differential equations, linear algebra, probability/ statistics, fluids, electronics, materials science/structure of matter, mechanics, statics, thermodynamics, computer science, dynamics and a host of minor subject areas like engineering economics. A very small percentage of engineers actually take and pass the EIT exam. The number has hovered at circa 5%. Several decades ago, I passed the CPA examination and obtained another license in Computer Information Systems Auditing. A CISA must have knowledge in the areas of data center review, systems applications, the operating system of the computer, disaster recovery, contingency planning, developmental systems, the standards which govern facility reviews and a host of other areas. An MBA in Accounting with an Advanced Professional Certificate in Computer Applications/ Information Systems , an Advanced Professional Certificate in Finance and an Advanced Professional Certificate in Organizational Design were earned at New York University-Graduate School of Business (Stern ). In December of 2005, an earned PhD in Accounting was granted by the Ross College. The program entrance requires a previous Masters Degree for admittance together with a host of other criteria. The REGISTRAR of Ross College contact is: Tel . US 202-318-4454 FAX [records for Dr. Joseph S. Maresca Box 646 Bronxville NY 10708-3602] The clinical experience included the teaching of approximately 34 sections of college accounting, economics, statistics, college algebra, law, thesis project coursework and the professional grading of approx. 50,000 CPA examination essays with the American Institute of Certified Public Accountants. Additionally, membership is held in the Sigma Beta Delta International Honor Society chartered in 1994. Significant writings include over 10 copyrights in the name of the author (Joseph S. Maresca) and a patent in the earthquake sciences.