Scott Anthony discusses disruptive innovation. (Video: Business Wire)
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BOSTON--(BUSINESS WIRE)--
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 simultaneously maintain their core businesses, deflect disruptive attacks, and seize disruptive opportunities.
In The Innovator's Guide to Growth: Putting Disruptive Innovation to Work, authors Scott Anthony, Mark Johnson, Joseph Sinfield, and Elizabeth Altman take the subject to the next level: implementation. They explain how organizations across a wide range of industries can create this crucial capability for unlocking disruption's transformational power.
With a foreword by Christensen, this book provides a set of market-proven tools and approaches to innovation that have been honed through extensive fieldwork with innovative firms such as Procter & Gamble, Johnson & Johnson, Pepsi, Intel, Motorola, SAP, and Cisco Systems. The book shows business leaders how to:
-- Identify potential innovation opportunities--by thinking about
customers who for one reason or another cannot consume, by
finding overshot customers who might be seeking a different
solution, and by understanding the problems that consumers are
having difficulty solving to their satisfaction today.
-- Formulate and shape ideas--by following a step-by-step process
to reliably generate winning concepts and using past patterns
of success and failure--not meaningless projections--to assess
and refine ideas.
-- Build an innovation business--by developing a plan to take a
promising idea forward and assembling and managing a team to
initiate early-stage activities, by maximizing an uncertain
idea's chances of success, and by empowering teams to work on
disruptive ideas.
-- Build innovation capabilities--by institutionalizing the
innovation process in a way that makes the pursuit of growth
repeatable and even routine, and by ensuring that a company's
internal structures and processes and its external
interactions support its efforts to create new growth
businesses.
The authors also point out that to apply these practices and continually generate successful new growth, innovators must constantly look to challenge conventional wisdom. For example:
Everyone in the mop category knew that a mop was a one-time purchase, until Procter & Gamble introduced Swiffer, whose consumable cloths now produce close to $1 billion in annual revenue.
Everyone in the medical industry knew that doctor's offices had to treat all medical conditions, until MinuteClinic's kiosks showed how to build a business through treating a short list of conditions that could be unambiguously diagnosed using rules-based tests.
Everyone within Dow Corning knew the company couldn't afford to compete in the commodity end of its business, until its Xiameter distribution channel became a booming growth offering.
Everyone in the video game industry knew success was all about introducing better graphics and higher-quality game play, until Nintendo's Wii showed how simple, intuitive game play could be a path to success.
Everyone in the music industry knew that people who had access to pirated music wouldn't pay anything for MP3 files, until Apple's iTunes showed how a well-designed, reasonably priced model that was tightly integrated with Apple's iPod music player could thrive.
Incisive, practical, and founded on extensive research, The Innovator's Guide to Growth provides a road map that helps companies take the steps necessary to benefit from disruption--rather than being eclipsed by it.
ABOUT THE AUTHORS
SCOTT D. ANTHONY
Scott D. Anthony is president of Innosight, an innovation consulting and investing company with offices in Massachusetts, Singapore, and India. He has consulted to Fortune 500 and start-up companies in a wide range of industries. He is the coauthor (with Harvard professor Clayton Christensen) of Seeing What's Next: Using the Theories of Innovation to Predict Industry Change (Harvard Business Press, 2004). Anthony writes the Innovation Insights blog at HarvardBusiness.org.
MARK W. JOHNSON
Mark W. Johnson is chairman and cofounder of Innosight. His consulting experience covers a broad range of Fortune 500 companies and institutions such as the U.S Military and the government of Singapore. His most recent work has focused on business model innovation, helping companies create transformative growth, with a book forthcoming by Harvard Business Press in 2009.
JOSEPH V. SINFIELD
Joseph V. Sinfield is a senior partner at Innosight and an assistant professor of civil engineering at Purdue University. He has over a decade of experience in research, teaching, and consulting at the intersection of innovation, business, and technology and advises corporate leaders on growth, innovation, and go-to-market strategy. He has authored articles in Sloan Management Review, Advertising Age, and Marketing Management as well as numerous peer-reviewed technical journals.
ELIZABETH J. ALTMAN
Elizabeth J. Altman is vice president of strategy and business development in Motorola's Mobile Devices business leading the strategy efforts for a multi-billion dollar consumer products division. Altman has held roles in industrial design, product development engineering, manufacturing, and marketing. Her primary areas of expertise are innovation strategy, business development, M&A, equity investing, developing and managing strategic alliances and technology licensing.
For additional information about The Innovator's Guide to Growth, please visit the following Web sites:
Innovator's Guide to Growth
Facebook
Innosight
Innovation Insights
Source: Harvard Business Press
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