Innovation Sucks
Dr Alan Watkins & Simon May
Time to Think Differently
Businesses spend billions on innovation with little return. This book challenges traditional innovation methods and offers a new approach.
Innovation is about successfully commercialising novel ideas. Instead of costly problem assessments, an ‘impeller approach’ starts with solutions and lets the market pull the best ones forward, enabling fast failures or successes. This process is guided by a ‘bee’—an integrative thinker who gathers existing knowledge from experts. By reversing the traditional process, organisations can better succeed in the market.
Given high innovation failure rates and complex societal issues, it’s time to rethink innovation. This book is essential for Heads of Innovation, Directors of Marketing, New Product and Service Development leaders, Strategy Directors, Chief Technology Officers, and policy makers.