Wednesday, 30 May 2007
The 14 faces of innovation
Over my holidays I managed to find time to get through Moore's latest book focussing on innovation. In my opinion this is by far the best of his works; much more applicable to the everyday SME with a practical methodology to underpin the theory.
One of the difficult areas for most companies is to understand their existing products and determine how to innovate around them. As Moore details, it is usual to see a scatter gun approach of competing brand themes which don't come together into a strong identity. Moore advocates an analysis based upon his familier technology lifecycle model, but tying in 14 varied types of innovation. For each product a company should be majoring on a type of innovation which is appropriate to its place on the lifecycle.
It's a very compelling book, bursting with examples whilst still being easy to read. I'll let you know how the methodology fares after I've given it a run.