Innovation: The Five Disciplines for Creating What Customers Want

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Nothing is more important to business success than innovation . . . And herex2019;s what you can do about it on Monday morning with the definitive how-to book from the worldx2019;s leading authority on innovationWhen it comes to innovation, Curt Carlson and Bill Wilmot of SRI International know what they are talking aboutx2014;literally. SRI has pioneered innovations that day in and day out are part of the fabric of your life, such as:x2022;The computer mouse and the personal computer interface you use at home and workx2022;The high-definition television in your living roomx2022;The unusual numbers at the bottom of your checks that enable your bank to maintain your account balance correctlyx2022;The speech-recognition system used by your financial services firm when you call for your account balance or to make a transaction.Each of these innovationsx2014;and literally hundreds of othersx2014;created new value for customers. And thatx2019;s the central message of this book. Innovation is not about inventing clever gadgets or just x201C;creativity.x201D; It is the successful creation and delivery of a new or improved product or service that provides value for your customerand sustained profit for your organization. The first black-and-white television, for example, was just an interesting, cool invention until David Sarnoff created an innovationx2014;a networkx2014;that delivered programming to an audience.The genius of this book is that it provides the x201C;howx201D; of innovation. It makes innovation practical by getting two groups who are often disconnectedx2014;the managers who make decisions and the people on the front lines who create the innovationsx2014;onto the same page. Instead of smart people grousing about the executive suite not recognizing a good idea if they tripped over it and the folks on the top floor wondering whether the people doing the complaining have an understanding of market realities, Carlson and Wilmotx2019;s five disciplines of innovation focus attention where it should be: on the creation of valuable new products and services that meet customer needs.Innovation is not just for the x201C;lone genius in the garagex201D; but for you and everyone in your enterprise. Carlson and Wilmot provide a systematic way to make innovation practical, one intimately tied to the way things get done in your business. Teamwork isn't enough; Creativity isn't enough; A new product idea isn't enoughTrue innovation is about delivering value to customers. Innovation reveals the value-creating processes used by SRI International, the organization behind the computer mouse, robotic surgery, and the domain names .com, .org, and .gov. Curt Carlson and Bill Wilmot show you how to use these practical, tested processes to create great customer value for your organization.