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DRIVING
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DRIVING
by Robert B. Tucker
Driving Growth Through Innovation, 2nd Edition
Cover Page
Title Page
Copyright Page
Introduction
Principle 1: innovation must be approached as a disciplined process.
Principle 2: innovation must be approached comprehensively.
Principle 3: Innovation must include an organized, systematic, and continual search for new opportunities.
Principle 4: Innovation must be directed from the top and involve the total enterprise.
Principle 5: Innovation must be customer-centered.
How the Chapters Ahead Will Guide You
CHAPTER 1: What It Takes to Drive Growth
Why Innovation Is the Best Way to Stimulate Growth
What Innovation Is, and What It Isn’t
The Purpose of Innovation: Create New Customer Value
The Three Types of Innovation
Type 1: Product Innovation
Type 2: Process Innovation
Type 3: Strategy Innovation
Not All Innovations Jump-Start Growth
Substantial Innovations
Breakthrough Innovations
Designing Your Firm’s Innovation Process
Assessing Your Firm’s Innovation Adeptness
Scoring
CHAPTER 2: Leading Innovation
The Leader’s Quandary
Managing the Present or Inventing the Future?
Six Essentials of Leading Innovation
Leadership Strategy 1: Innovation must be led from the top.
Leadership Strategy 2: Design and implement an innovation process.
Leadership Strategy 3: Spread responsibility for making innovation happen.
Leadership Strategy 4: Allocate resources and decide on levels of risk.
Leadership Strategy 5: Establish innovation metrics.
Leadership Strategy 6: Reward and incentivize innovation.
CHAPTER 3: Cultivating the Culture
What Is Culture, Anyway?
Fear—the Enemy of an Innovative Culture
From Controlling Behavior to Shaping Behavior
Creating the Culture: What Doesn’t Work
Unpacking the Steps Leading to Breakthrough
Creating an Innovation-Adept Culture
Culture Strategy 1: Assess variance between present climate and optimum climate.
Culture Strategy 2: Describe barriers to innovation.
Culture Strategy 3: Describe your current innovation process.
Culture Strategy 4: Address the “lack of time” barrier.
Culture Strategy 5: Institute practices that create openness.
Culture Strategy 6: Balance the mix of people.
Culture Strategy 7: Identify mavericks.
Culture Strategy 8: Improve or change the system.
Culture Strategy 9: Examine your attitude regarding innovation and individual contributors.
Culture Strategy 10: Identify and develop champions.
Culture Strategy 11: Identify and recruit innovators.
Designing Your Firm’s Approach to an Innovation-Adept Culture
CHAPTER 4: Fortifying the Idea Factory
What is An Idea Factory?
Model 1: The Suggestion System
Model 2: Continuous Improvement Teams
Model 3: The Open Door Policy
Model 4: New Venture Teams
Model 5: The Growth Incubator
Model 6: The Top-Line, All-Enterprise Approach
Model 7: Innovation Teams
CHAPTER 5: Mining the Future
Filling the Funnel at Royal Dutch/Shell
Taking the Fuzz Out of the Front End of Innovation
How Growth-Spawning Companies Mine the Future
Mining Strategy 1: Scan and monitor the sources of innovation opportunity.
Mining Strategy 2: Create your personal future-scan system.
Mining Strategy 3: Integrate future scanning with your company’s idea management system.
Mining Strategy 4: Assault industry assumptions.
Mining Strategy 5: Broaden your company’s vision.
Mining Strategy 6: Strategize your place in the first-mover, fast-follower race.
Designing Your 21st-century Future-Mining Capability
CHAPTER 6: Filling the Idea Funnel
Reinventing Ideation
Ideation Strategy 1: Activate your own idea factory first.
Ideation Strategy 2: Benchmark and learn new ideation methods.
Ideation Strategy 3: Invite Everyone’s Participation
Ideation Strategy 4: Focus on the unarticulated needs of customers.
Ideation Strategy 5: Seek ideas from new customer groups.
Ideation Strategy 6: Involve supply chain partners in ideation.
CHAPTER 7: Producing Powerful Products
Driving Growth Via New Products
How Innovation-Adept Firms Approach Product Innovation
Six Strategies for Producing Powerful Products
Product Innovation 1: Study previous breakthrough products.
Product Innovation 2: Focus relentlessly on value creation throughout the development process.
Product Innovation 3: Design and implement a new product development process.
Product Innovation 4: Use a learning strategy for more radical ideas.
Product Innovation 5: Use cross-functional teams.
Product Innovation 6: Use rapid prototyping.
Upgrading Your Own Product Strategy
CHAPTER 8: Generating Growth Strategies
Who Moved Our Value Proposition?
Getting Serious About Strategy Innovation Growth
The Payoff of Strategy Innovation
Doing More with Chicken at Tyson Foods
The Elements of Successful Strategy Innovation
Growth Strategy 1: Look for Opportunities in Market Positioning.
Growth Strategy 2: Look for opportunities in customer outsourcing.
Growth Strategy 3: Look for opportunities in understanding customer needs.
Growth Strategy 4: Look for opportunities to reinvent your business model.
Growth Strategy 5: Look for opportunities to redefine value-added.
Growth Strategy 6: Rethink how your product or service gets into the hands of customers.
CHAPTER 9: Selling New Ideas
Selling Strategies for the Global Economy
The Bottleneck Clogging the Pipeline, or Why Selling Ideas Is a Growing Challenge
Seven Strategies for Selling New Ideas
Selling Strategy 1: Make everyone an idea evangelist.
Selling Strategy 2: Focus on the customer’s mean time to payback.
Selling Strategy 3: Make it safe for customers to experiment.
Selling Strategy 4: Sell conceptually.
Selling Strategy 5: Build markets for your products and services.
Selling Strategy 6: Convert the early adopters and gatekeepers first.
Selling Strategy 7: Be persistent.
CHAPTER 10: Taking Action in Your Firm
Objectives
Culture
Idea Management
Ownership of the process
Rewards/Recognition
Company-wide Training
Responsibilities & Timeline
Acknowledgments
Source Notes and Resources for Further Study
Introduction
Chapter 1: What It Takes to Drive Growth
Chapter 2: Leading Innovation
Chapter 3: Cultivating the Culture
Chapter 4: Fortifying the Idea Factory
Chapter 5: Mining the Future
Chapter 6: Filling the Idea Funnel
Chapter 7: Producing Powerful Products
Chapter 8: Generating Growth Strategies
Chapter 9: Selling New Ideas
Chapter 10: Taking Action in Your Firm
Index
About the Author
About Berrett-Koehler Publishers
Be Connected
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