The Myths of Innovation

194 Pages·2007·3.382 MB·English

by  Scott Berkun

the myths of innovation
scott berkun
Technology / Business
How do you know whether a hot technology will
succeed or fail? Or where the next big idea will
come from? The best answers come not from
the popular myths we tell about innovation, but
instead from time-tested truths that explain how
we’ve made it this far. This book shows the way.

the myths of innovation
“Small, simple, powerful: an
innovative book about innovation.”
—DonNorman,
NielsenNormanGroup,NorthwesternUniversity;
authorofEmotional Design
and Design of Everyday Things
“The naked truth about innovation is ugly, funny, and eye-
opening, but it sure isn’t what most of us have come to
believe. With this book, Berkun sets us free to try to change
the world, unencumbered with misconceptions about how
innovation happens.”
—GuyKawasaki,
authorofThe Art of the Start
“This book cuts through the hype, analyzes what is essential,
and more importantly, what is not. You will leave with a
thorough understanding of what really drives innovation.”
—WernerVogels,CTO,Amazon.com
US $24.99 CAN $32.99
ISBN-10: 0-596-52705-5
ISBN-13: 978-0-596-52705-1
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Praise for The Myths of Innovation
“The naked truth about innovation is ugly, funny, and eye-opening,
but it sure isn’t what most of us have come to believe. With this
book,Berkunsetsusfreetotrytochangetheworld,unencumbered
with misconceptions about how innovation happens.”
—Guy Kawasaki, author ofThe Art of the Start
“Brimmingwithinsightsandhistoricalexamples,Berkun’sbooknot
onlydebunkswidelyheldmythsaboutinnovation,italsopointsthe
waytowardmakingyournewideasstick.Evenintoday’sultra-busy
commercial world, reading this book will be time well spent.”
—Tom Kelley, GM, IDEO; author ofThe Ten Faces of
Innovation
“TheMythsofInnovationisinsightful,inspiring,evocative,andjust
plain fun to read. And on top of that it goes to the heart of innova-
tion and its many challenges. It’s totally great.”
—John Seely Brown, former Chief Scientist of Xerox, and
Director, Xerox Palo Alto Research Center (PARC);
current Chief of Confusion
“I love this book! On every page—actually, in every paragraph—the
readerexperiencesamind-changingmoment.ScottBerkunisamas-
ter demythologizer, and even though one is left sitting among the
debrisofpreviouslycherishedbeliefs,theoveralleffectisenriching,
comforting, inspiring. Wise, witty, packed with fascinating history,
compellinganecdotes,andpricelessideas,itequipsthereaderwitha
posture toward promoting innovation that will simply leave other
managers behind, terminally encumbered by their reliance on dis-
credited myths. A must read.”
—Richard Farson, President, Western Behavioral Sciences
Institute; author ofManagement of the Absurd:
Paradoxes in Leadership
“Berkununravelsthemisconceptionsofwhereideascomefromwith
wit, realism, and authority. This book will change the way you
think about invention—permanently.”
—Gina Trapani, Lifehacker.com
“Would-be trailblazers and worldchangers should stop waiting for
lightning to strike their laptops and study the wisdom Scott Berkun
has gathered instead. Methodically and entertainingly dismantling
theclichésthatsurroundtheprocessofinnovation,Berkunreminds
us that there are no shortcuts to breakthroughs, and that creativity
is its own reward.”
—Scott Rosenberg, author ofDreaming in Code, and
cofounder of Salon.com
“If you care about being innovative, whether for yourself, your com-
pany, or your students, you need to know where the truth lies—
what the myths are. Scott Berkun’s book dispels the myths while
providing solid advice about the practice. All this in an eminently
readable, enjoyable style that delights as it informs. Small, simple,
powerful: an innovative book about innovation.”
—Don Norman, Nielsen Norman Group, Northwestern
University; author ofEmotional Design andDesign of
Everyday Things
“No word in the current business arena is more used with incorrect
applicability than the wordinnovation. Scott’s tome is understand-
able, thoughtful, often contrarian, and a great read.”
—Richard Saul Wurman, author ofInformation Anxiety, and
creator of the TED conferences
“This book cuts through the hype, analyzes what is essential, and
more importantly, what is not. You will leave with a thorough
understanding of what really drives innovation.”
—Werner Vogels, CTO, Amazon.com
“This book shatters the sacred cows of innovation myths and gives
real-worldinnovatorsinsightintomakinginnovationsthatmatter.”
—Jim Fruchterman, CEO, Benetech; 2006 MacArthur Fellow
“Berkun shows us what innovation isn’t, challenging our precon-
ceived notions of what innovation means. Whether you agree or
disagree with Scott, this book will make you think.”
—Gary William Flake, Ph.D., Founding Director, Microsoft
Live Labs
“Berkun looks into innovation myths and reveals how they can dam-
age true organizational creativity. He reveals the myths but also
provides an incredibly useful framework for going forward—this is
an awesome book.”
—Tara Hunt, Founder, Citizen Agency
“This book is a wake-up call for both business people and technolo-
gists alike. It dispels many of the misguided notions about how
innovation works and lets us all come to a better understanding of
just what innovation means and how it can create change in the
world.”
—David Conrad, Studio Director, Design Commission, Inc.
“How I ran a startup without reading this book baffles the mind.”
—Richard Stoakley, CEO, Overcast Media, Inc.
“As individuals, corporations, and nations struggle to master the
increasing technological and social complexities of the modern
world, a deeper understanding of the mechanisms of innovation is
required to make effective policy and business decisions. Berkun’s
approachable and fast-paced book provides an excellent introduc-
tion to the issues involved while demolishing common misconcep-
tions and leaving the reader hungry to learn more.”
—Cory Ondrejka, CTO, Linden Lab, creators of Second Life
“Essentialreadingfordesigners,technologists,thinkers,anddoers:if
youwanttolearnhowandwhentoreallyinnovate,readthisbook.”
—James Refill, Design Manager, Search & Social Media
Group, Yahoo!
“Aquickandengagingread.Exposestherealitiesfacedbysuccessful
inventors,debunkssilver-bulletsolutionsotherswishweretrue,and
offers real approaches for making things that transform our lives.”
—Bo Begole, Manager, Ubiquitous Computing Lab, PARC
Research
“The Myths of Innovation is not just funny, perceptive, and useful—
it’s downright inspiring!”
—Erin McKean, Editor,Oxford American Dictionary
“I loved this book. It’s an easy-to-read playbook for people wanting
to lead and manage positive change in their businesses.”
—Frank McDermott, Marketing Manager, EMI Music
“Berkun’s guide to innovation is straightforward, succinct, and
highly engaging. Use once and be glad. Use regularly and dramati-
cally increase your odds of success.”
—Douglas K. Smith, author ofMake Success Measurable!
andFumbling the Future: How Xerox Invented, Then
Ignored, the First Personal Computer
“Berkun’s latest book is a readable analysis of the history of innova-
tion and popular misconceptions. His myth debunking will help
innovators, managers of innovative teams, or funders of innovative
activities. I’m buying copies for my entire lab.”
—Michael N. Nitabach, Assistant Professor, Department of
Cellular Physiology, Yale University School of Medicine
the myths of innovation

the myths of innovation
scott berkun
Beijing • Cambridge • Farnham • Köln • Paris • Sebastopol • Taipei • Tokyo
The Myths of Innovation
by Scott Berkun
Copyright © 2007 Scott Berkun. All rights reserved.
Printed in Canada.
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Printing History:
May 2007: First Edition.
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While every precaution has been taken in the preparation of this book, the
publisher and author assume no responsibility for errors or omissions, or for
damages resulting from the use of the information contained herein.
ISBN-10: 0-596-52705-5
ISBN-13: 978-0-596-52705-1
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