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By the time I began to read this book, I was already convinced that the innovation process is a journey of discovery but it never occurred to me to think of it, also, as an "expedition," a much more structured process. Indeed, the accounts of the greatest expeditions throughout history -- such as Roald Amundsen's Search for the Northwest Passage, Hernan Cortes and the Fall of the Aztec Empire, Charles Darwin's Journey on the HMS Beagle, Ferdinand Magellan and the First Circumnavigation of the Earth, the Travels of Marco Polo, Stanley's Search for Livingstone, Lewis and Clark and the Expansion into the West, Sir Edmund Hillary and the First Successful Everest Expedition, Christopher Columbus' Discovery of the New World, and Neil Armstrong's First Steps on the Moon -- reveal lessons in leadership and management lessons that can be of incalculable value in the global business world.

In this volume, Gijs van Wulfen provides a brilliant analysis of what he has learned from Amundsen, Armstrong, Columbus, Edmund Hilary, and Magellan. When doing so, he frames much of the material within the FORTH Innovation Method, a 20-week expedition previously introduced and explained in Creating Innovative Products and Services, another of van Wulfen's books that I also highly recommend. Here is my take on the essence of this method:

Full steam ahead (Five Weeks): Begin the process with passion and determination...and meticulous preparation
Observe & Learn (Six Weeks): Assume nothing, be curious about and alert to everything
Raise/Generate) ideas (Two Weeks): Consider all possibilities without pre-judgment, scrutinize with progressive rigor
Test/Refine/Validate) ideas (Three Weeks): Obtain candid feedback from as many relevant constituencies as possible
Homecoming (Four Weeks): Team members complete the expedition process and introduce the results of their efforts

All of this is explained in detail within the narrative (Pages 68-73)

These are among the dozens of business subjects and issues of special interest and value to me, also listed to indicate the scope of van Wulfen's coverage.

o Ten Innovation Lessons (Page 46)
o 21 Situations When You Should Not Innovate (50)
o 6 Ways of Committing Innovation Suicide (52)
o 40 Reasons Why People Struggle with Innovation (54)
o 10 reasons to Innovate (60)
o 10 Problems at the Start of Innovation (62)
o The FORTH Innovation Method (68-73)
o The Perfect Innovation Team (88-89)
o It's All About the Right Moment (92)
o Thinking Like a Designer (100-101)
o 10 Enemies of an Open Innovation Culture (114)
o 11 Brilliant Inventions Made by Mistake (128)
o 25 Rules for Perfect Brainstorming (154)
o 30 Ways to Present a New Idea (192)
o New Rules for Realizing New Ideas (206)
o The Innovation Toolkit (218-240)

Readers will also appreciate the provision of five mini-profiles:

o The Origin of Harley Davidson Motorcycles (100-101)
o The Origin of Wii and Super Mario (130-133)
o The Origin of Ben & Jerry's (156-157)
o The Origin of Twitter (178-179)
o The Origin of "Liter of Light" (200)

When re-reading this book prior to composing a review of it, I was struck again by the fact that reading this book is itself a expedition, and, that Gijs van Wulfen serves the reader in several different ways: as a travel agent during the pre-start phase; then as a guide, mentor, instructor, facilitator, evaluator, and eventually as the owner/proprietor of a "hardware store" that offers is a full range of resources (tools, manuals, techniques repair service, and expert advice) during the final phase of the reader's expedition.

My own experience during more years than I wish to acknowledge is that the most challenging phase of any process by which to establish and then sustain a culture of innovation is - by far - the first. With all due respect to the abundance of material provided in this book, the success or failure of your expedition will be determined almost entirely by the nature and extent of your ability and determination to execute effectively what you learn.

Before concluding the brief commentary, I also want to say that -- in my opinion -- the illustrations in this book are among those of the highest quality that I have yet encountered in a work of non-fiction. Heartiest congratulations to Frederik de Wal for graphic design and typography. Also, readers will be pleased to know that there are Quick Response (QR) Code kinks inserted throughout the narrative that provide direct access to a wealth of valuable resources, such as various innovation maps and 20 practical checklists and formats to innovate the expedition way.

* * *

Those who share my high regard for this book may wish to check out these three volumes that examine another expedition from which valuable business lessons can also be learned:

Leading at The Edge: Leadership Lessons from the Extraordinary Saga of Shackleton's Antarctic Expedition (Second Edition)
Dennis N.T. Perkins with Margaret P. Holtman and Jillian B Murphy

The Endurance: Shackleton's Legendary Antarctic Expedition
Caroline Alexander
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on 6 August 2013
I think it's a great book. It's very visual and appelative making you want to use it often. It sistematizes the info. you need, whenever you need it, and gives you several hints, examples and exercises that makes you want to try them all. It's very easy to read and understand, nevertheless doesn't lose it's goal and quality. The experience of the author - very extensive - is explicitly given to the reader, helping to solve any obstacle that might appear in a creative meeting.
I congratulate the author for the extraordinary book, wishing that his work keeps being recognized and, primarily, used to improve creativity and innovation.
A great tool for starters and young creatives, motivates it's use and application, but also a good companion for the experienced with several games, examples and ice breakers.
Can't wait to see Part. 2 of the saga.
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Gijs Van Wulfen eloquently articulates and illustrates the use of the human drive for discovery and creativity is a great tool to educate, inspire and motivate teams and individuals to engage within innovation practice in all aspects of product and service offering. Great work a great set of tools for use by individuals and team, one or two of my friends may get this for Christmas. The Innovation Expedition: A Visual Toolkit to Start Innovation
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on 7 September 2013
The Innovation Expedition proposed by Gijs van Wulfen is an inspiring visual and practical toolkit to start innovation effectively and successfully.

This book containing 37 techniques and tools for managers, consultants, entrepreneurs and organization leaders to use in projects at the start of innovation.

A lot of professionals in Latin America are looking and using these tools.
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VINE VOICEon 11 May 2014
I think this book is most suited for the SME B2C market rather than large B2B enterprises unless you intend to completely overhaul your existing policies and procedures around innovation using the FORTH model laid out inside. The book is inspiring and contains some detailed step by step guidance for the process of innovation and some general guidance on such things as brainstorming sessions. Comparing innovation to historical expeditions such as those of Columbus and NASA's Apollo missions the FORTH model gives a surprisingly well thought out and theoretically grounded way of looking at the process.

My only gripe I have is the repetitive nature of some of the early segments of the book and with some of the design aspects of the graphics and photography used which rather than elevating the subject matter in my imagination actually detracted in places from key messaging.
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on 3 February 2014
The first time I saw this book and looked into it I loved it, and knew this was a book in the category "MUST HAVE" .... and I wash't disappointed - it probably the best example of ROI a man or organization can get.

It is written an illustrated on a level which I have never seen, and since I got it has helped me in several project.
As an expedition leader on my own journey I am now pleased to have a map to guide me....Thanks Gijs

Best regards and very thankful.
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on 23 January 2014
Really great book, redefines innovation as a journey. Personally I'm stuck in traffic looking for a new route

Easy to pick up and just jump into it.
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on 6 October 2014
It is just amazing !
A book you must read many many times. It should always be with you whenever and wherever you are.
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