Robert's rules of innovation: a 10-step program for corporate survival

228 Pages·2010·13.124 MB·English

by  Brands, Robert F;Kleinman, Martin J

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ROBERT’S
RULES
OF
INNOVATION
A 10-Step Program for
Corporate Survival
ROBERT F. BRANDS
with Martin J. Kleinman
JohnWiley&Sons,Inc.
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Copyright#2010byRobertF.Brands.Allrightsreserved.
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LibraryofCongressCataloging-in-PublicationData:
Brands,RobertF.,1957–
Robert’srulesofinnovation:a10-stepprogramforcorporatesurvival/
RobertF.Brands,withMartinJ.Kleinman.
p. cm.
Includesindex.
ISBN978-0-470-59699-9(cloth)
1. Newproducts. 2. Technologicalinnovations—Management.
3. Diffusionofinnovations—Management. 4. Organizationalchange.
I. Kleinman,MartinJ. II. Title.
HF5415.153.B7252010
0
658.4 063—dc22
2009046362
PrintedintheUnitedStatesofAmerica
10 9 8 7 6 5 4 3 2 1
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DNAisalargepartofwhoyouareand
whatyoubecome:Idedicatethisbookto
myentrepreneurialgrandfather,whomIlooked
upto,andwhoinspiredme.
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Contents
Introduction ix
CHAPTER1 INNOVATION,SURVIVAL,ANDTHE
‘‘AHA!’’MOMENT 1
HowDoIGetto‘‘Aha!’’? 3
InnovationIsNotaLuxury 7
WhereDoesInnovationBegin? 11
CHAPTER2 THEINNOVATOR’SMANIFESTO:
ROBERT’SRULESOFINNOVATION 17
Inspire 20
NoRisk,NoInnovation 23
NewProductDevelopment
Process 26
Ownership 31
ValueCreation 34
Accountability 36
TrainingandCoaching 39
IdeaManagement 40
ObserveandMeasure 44
NetResultandReward 46
v
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vi Contents
CHAPTER3 THEINNOVATIONAUDIT:
THEINVALUABLEDISCOVERY
PROCESSTHATSETSTHESTAGE
FORACTION 47
TheAuditProcess 48
TheShortAudit 50
TheIn-DepthAudit 52
TheImportanceofEstablishinga
Benchmark 60
CHAPTER4 INNOVATIONEMANCIPATION:
KEYSTOFREEINGYOUR
INNERINNOVATOR 65
DefeatingDevil’sAdvocatesto
BecomeanAgentforChange 65
InnovationDemocratizationIs
theKey 67
The Role of the Consensus Builder 72
ThePathofanInnovation
Champion 74
TheInnovationPayoff:
AQuick,Real-LifeStory 84
CHAPTER5 INNOVATIONINTHETIMEOF
MULTINATIONALTEAMS 87
TheCareandFeedingof
Creatives 87
ForCreativePeople,It’sabout
MorethanMoney 91
Babel,Babble,andtheGlobal
TeamLeader 97
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Contents vii
TeamBuilding,OneStepat
aTime 98
VivalaDifference! 101
ArethaWasRight:It’s
AllAboutR-E-S-P-E-C-T 106
CHAPTER6 PATENTLYOBVIOUS:
THECAREANDFEEDINGOFYOUR
INTELLECTUALPROPERTY 109
IntellectualProperty:TheBig
Picture 111
IntellectualProperty101 113
FrequentlyAskedQuestions 121
Remember:TheWolvesAre
AlwaysattheDoor 131
CHAPTER7 INNOVATIONIMPLEMENTATION 133
GettingStarted 133
DefineYourOrganization’sNeeds 136
NPDProcessinAction 140
CreatingaRoadMaptoSuccess 146
GuidelinesforProgress 147
CHAPTER8 INNOVATIONCHECKLIST 151
PreflightPreparation 152
OrIfYouReallyWantYour
InnovationProgramtoFlop... 167
AdviceandEncouragement
fromthePros:ARoundtable
Discussion 168
SustainableInnovationandYou 173
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viii Contents
APPENDIXA PRODUCTDEVELOPMENT
PROCESS 177
APPENDIXB THEFIVESTAGESOFTHE
PRODUCTIONDEVELOPMENT
PROCESS:EXAMPLE1 187
APPENDIXC THEFIVESTAGESOFTHE
PRODUCTIONDEVELOPMENT
PROCESS:EXAMPLE2 193
KeyResourcesandLinks 201
Acknowledgments 203
AbouttheAuthors 205
Index 207