1 of 1 people found the following review helpful
4.0 out of 5 stars
Thought provoking read, 22 Dec. 2011
Fascinating insight into ideas and innovation success.
Fundamentally the author argues that big innovation ideas (breakthrough's) are somewhat less profitable than "smaller" or incremental ideas that are essentially tweaks to existing products and services - the trick being to make the new innovation a step change (or at least seem like one). The book is filled with great examples that take the reader along for the duration of the book.
Depending on whether you want your new idea to be profitable or more philanthropic in nature, you may or may not like what the author has to say. Be that as it may, the arguments are well explored and, although my gut tells me that big breakthrough innovation is the way to go, the evidence presented here informs me that there are many ways to innovate, some are more profitable than others and I should think hard before putting time, effort and investment into my innovation especially if I want to see a return on that investment.
Food for thought...!