Executive Book Summaries
Why a Company’s Toughest Problems Are Its Greatest Advantage
THE SUMMARY IN BRIEF
The word innovation is one of the most widely used — and misunderstood — terms in business. What used to be a means to create a successful enterprise, improve the lives of customers and make theworld a better place has been distorted to become an end in itself — usually nebulous in definition and almost always immeasurable. Clearly, innovation is broken. But innovation is not the problem. The problem is the problem — and the solution. In Innovation X, Adam Richardson, creative director at frog design inc., defines a new class of business problems — X-problems — tough new challenges thatthwart conventional planning but present massive innovation opportunities. Grounded in insights about rapidly changing customers, competitors and technologies, Innovation X outlines a proven process for translating customer insights into relevant innovations. Challenging conventional wisdom, this summary shows why companies must start crafting solutions before they fully understand the problem, howstandard customer-focused approaches hinder innovation leadership and that “wasteful” innovation provides greater efficiency. Featuring case studies from leading companies, Innovation X offers business leaders and managers the information and tools they need to accomplish truly effective innovation in today’s disruptive climate.
by Adam Richardson
The Problem Is the Problem
Page 2Managing Massive Opportunities
The Innovation X Framework
IN THIS SUMMARY, YOU WILL LEARN:
• How to create innovation strategies that will work in dynamic markets. • How to use a simple but powerful framework to harness customer insights and open new advantages. • How to integrate systems of products, online experiences and services to stay nimble in a fast-movingenvironment. • How new tactical methods can help organizations face emerging business challenges.
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Touchpoints and Ecosystems
THE COMPLETE SUMMARY: INNOVATION X
by Adam Richardson The author: Adam Richardson is a creative director atfrog design inc., a global innovation and design consultancy, where he has worked with companies such as HP, Intel, Yahoo!, Motorola and Logitech. He earned his BFA in industrial design from the California College of Arts, and a multidisciplinary MA from the University of Chicago. Innovation X: Why a Company’s Toughest Problems Are Its Greatest Advantage by Adam Richardson. Copyright © 2010 by AdamRichardson. Summarized by permission of the publisher, Jossey-Bass, an imprint of John Wiley & Sons Inc., 250 pages, $27.95, ISBN 978-0-470-48219-3. To purchase this book, go to www.amazon.com or www.bn.com. Summary copyright © 2010 by Soundview Executive Book Summaries, www.summary.com, 1-800-SUMMARY, 1-610-558-9495. For additional information on the author, go to http://www.summary.com.Introduction
A mysterious entity called dark matter takes up over half the universe. Though it has been theorized about for decades, until recently no one knew whether it existed at all. Scientists believe it is the glue that holds galaxies together, but we do not know what it is made of, where it comes from or why it exists. Current astrophysical instruments cannot detect dark matter. The only way toidentify its shadowy presence is by observing the influence it exerts on visible matter, such as how it alters the orbits of planets. In the business world, something equally enigmatic is interfering with our ability to be consistently successful at innovation. Though hard to define, its effects are clear enough: newly released products that fail to achieve the desired goals, competitive...