Innovation: The Five Disciplines for Creating What Customers Want by Curtis R. Carlson

Innovation: The Five Disciplines for Creating What Customers Want

byCurtis R. Carlson, William W. Wilmot

Kobo ebook | August 8, 2006

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Nothing is more important to business success than innovation . . . And here’s what you can do about it on Monday morning with the definitive how-to book from the world’s leading authority on innovation

When it comes to innovation, Curt Carlson and Bill Wilmot of SRI International know what they are talking about—literally. SRI has pioneered innovations that day in and day out are part of the fabric of your life, such as:

•The computer mouse and the personal computer interface you use at home and work

•The high-definition television in your living room

•The unusual numbers at the bottom of your checks that enable your bank to maintain your account balance correctly

•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 innovations—and literally hundreds of others—created new value for customers. And that’s the central message of this book. Innovation is not about inventing clever gadgets or just “creativity.” It is the successful creation and delivery of a new or improved product or service that provides value for your customer and sustained profit for your organization. The first black-and-white television, for example, was just an interesting, cool invention until David Sarnoff created an innovation—a network—that delivered programming to an audience.

The genius of this book is that it provides the “how” of innovation. It makes innovation practical by getting two groups who are often disconnected—the managers who make decisions and the people on the front lines who create the innovations—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 Wilmot’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 “lone genius in the garage” 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 enough

True 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.

From the Hardcover edition.

Title:Innovation: The Five Disciplines for Creating What Customers WantFormat:Kobo ebookPublished:August 8, 2006Publisher:The Crown Publishing GroupLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0307347125

ISBN - 13:9780307347121


Rated 5 out of 5 by from a survival guide for every organization “Whenever something - anything - is to be produced, there must be a systematized method of producing it.” Toyota Employee Handbook Innovation is not just about a big idea, a big invention, nor a big product release; it is the constant creation of customer value. Innovation: The Five Disciplines for Creating What Customers Want proposes that any organization, in order to produce innovative results, needs to have a disciplined process in which innovation is most likely. This book is organized to introduce the reader to six big ideas: 1) the need to innovate - with vivid examples and current business environments to demonstrate why innovation is required for an organization’s survival; 2) the idea of knowledge compounding - to build on the knowledge of many and iterate the process to produce true innovation; 3) value proposition - the NABC approach; 4) watering hole - the iterative improvement of value propositions; 5) the need and idea of a champion - no project should be started without a champion, because the chances for success without one are almost zero; and finally, 6) the innovation teams - the building of a great team and possible obstacles to innovation. The book ends with the final emphasis on the theme of the book: CVC (continuous value creation.) Apply the Five Disciplines of Innovation and your team will be on its way to create enormous value to its customers (and thrive in profitability) - the true idea of innovation.
Date published: 2008-02-02