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.Powered by Sidelines