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Making the Invisible Visible: The Human Principles for Sustaining Innovation

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In the crowded field of innovation books, this work stands out as a work of wisdom.

As the title suggests, it is a book that "reveals." What I find unique is that it reveals what is often profound in a manner that makes it seem self-evident.

Simply and with great lucidity, the book teaches the rarely touched on (and seldom researched) topic of the processes that sustain innovation. Given the extreme current emphasis on innovation yet the butterfly-like lifespan of most corporate innovation centers; sustainable innovation is a topic that must be considered of high importance.

What practices? The practices of taking what is "human" into account. By starting with the central role of human hopes and fears (pleasure and pain) to innovation, Rosenfeld unlocks a useful and fresh approach to solving the issues that result from the positive and negative relationships creators (and creative groups) have with their environment. In retrospect: it seems obvious that if solutions result from creativity, and creativity results from a certain "fearlessness;" then reducing fear and anxiety and increasing confidence will lead to an increase in the number of creative solutions. Yet few books on corporate innovation tackle this issue head-on.

By grouping eight essential principles into two sections (innovation essence and innovation environment), Rosenfeld lays a foundation for innovation as a dialogue between creator(s) and environment. Unlike innovation practitioners who focus on structures, Rosenfeld's emphasis on relationships and process provides a highly adaptable and more widely applicable model. But this is not a work of speculation. The author grounds the teaching in his rich personal experience (starting as founder of Eastman Kodak Company's Office of Innovation and continuing for another 25 years) and teaches with tangible examples.

Once a "feel" for the chapter topic is inspired by the illustrative examples, Rosenfeld reveals the underlying, invisible principle which will determine whether an innovation succeeds or fails at this stage. There are eight such principles which function as chapter titles.

The first part "The Innovation Process: Its Essence" takes the reader down the road of how to innovate. Principles covered in the first section are: "Innovation Starts When...You Turn...Problems Into Ideas," "Passion Is The Fuel And Pain Is The Hidden Ingredient," "Co-Locate For Effective Exchange," and "Leverage Differences." By the end of the first section, the book has focused the reader on the human needs at the heart of innovation.

The second part "The Innovation Process: Its Environment" covers what an organization must do to sustain and extract value from innovation: "The Elements Of Destruction Are Present At Creation," "Soft Values Drive the Organization," "Trust Is The Means And Love The Unspoken Word."

Regardless of whether you are a seasoned innovation practitioner or novice, I predict you will find yourself nodding agreement as you see one useful insight after another bound into in a single, coherent view of innovation as ecology. My particular favorite from many candidates: the importance and need for innovation "impresarios/champions" in the western corporation.

The final chapter -- given Rosenfeld's holistic emphasis -- naturally addresses "Putting It All Together."

In keeping with the intent of making the book useful in an ongoing manner, Rosenfeld supplies some especially practical Appendices, such as the Summary in Appendix A: which enables memory "jogging."

In summary, Bob Rosenfeld has crafted a work of wisdom and a useful tool for anyone wishing to enhance their own innovative potential, the potential of their organization and the ability of both to benefit.

Robert Rosenfeld's Making the Invisible Visible brilliantly captures the critical elements of successful and sustainable innovation. Whether you are a small business owner, company executive, employee in technical or business disciplines, this book will reveal and bring to life important principles and tools critical to long term success through creative change and innovation.

Making the Invisible Visible showcases Rosenfeld's extensive professional experience and thoughtful research. He seamlessly factors human, environmental, and scientific innovation components to develop an insightful model that differs radically from what most consultants teach today. In doing so, he relies on quantitative tools such as Kirton Adaptation-Innovation Inventory as well as intangible elements such as trust, values, and even love. His masterful ability to bridge the intangible with the tangible or the "invisible with the visible" is what makes this book a tour de force.

In my own 30 years experience in this field, I have found innovation to be easily accomplished in "bursts". That is, there is a corporate edict or initiative dictated by management- innovation is important and must be funded. These times are exciting; budget, people, support, and visibility are provided to an often-unappreciated endeavor. Unfortunately, management changes, company strategy, or even physical moves can destroy innovation in small and big companies alike. Rosenfeld's emphasizes understanding the innovation "system" involving people, culture, processes, and environment that will outlive the specific program du jour or today's corporate attention deficit. It is during these delicate times when innovation is not strongly supported, that other drivers such as passion, persistence, and human relationships must take the baton. In addition to cyclical or wavering institutional support, Chapter 7 insightfully points out that every successful initiative, idea, or company has innate destructive forces. Rosenfeld brilliantly develops this gem of a concept and suggests how plans can be developed early to avoid future disaster. After all, innovation takes a long time to come to fruition- it cannot be sporadic, short-lived, or lack follow-through.

Rosenfeld has added to my insight and "tool-kit" by laying out a powerful framework using a soft yet engaging literary style. In addition to the many gems cited in his examples and principles, the reader takes away a grander message that transcends collections of facts or anecdotes. It is this unique spiritual and human element of innovation that Rosenfeld has put within our reach through Making the Invisible Visible.

Jose Mir
Director of Innovation, Infotonics Technology Center

This book does a fantastic job of defining a framework for helping companies increase their level of innovation. It's an easy read which is very straight forward without a lot of fluff.

Mr. Rosenfeld hit the nail on the head by defining innovation as inherently "a human thing". This insight will benefit companies greatly as they work to understand how to foster innovation.

If you are looking to improve/increase innovation within your company, this is a "must read".

A fascinating description of the innovation process, carefully written with warmth & personality to avoid the cookbook style of traditional 'how to do it' books. Robert has crafted a serious message interspersed with real world experiences (both personal and the grand masters of innovation) in small and large organizations. When you're done reading this, you'll improve your own creativity, and you'll know how to work with others to accomplish innovation as you've not considered reasonable before. Overall, a pleasant read with a valuable message.

Making the Invisible Visible: The Human Principles for Sustaining Innovation

I have seen first hand over the past 10 years how Bob Rosenfeld's insights into business and people can drastically affect change and create an innovative culture. His work has changed the way I do business as the Senior Account Executive at the ABC affiliate WKRN-TV/.com in Nashville, TN and has allowed me to foster many creative and innovative partnerships with not-for-profits, and advertising agencies in addition to becoming a true partner with Vanderbilt University Medical Center in various marketing/health related initiatives. I'm excited that now his ideas are available to anyone who wants to create an innovative culture in business. I can honestly say that without his principles and methods - which are imaginatively and thoughtfully laid out in his book - I would not have achieved nearly as many initiatives in the business and not-for-profit world.

Rosenfeld's book takes us on a logical journey on how the human elements fit into business and what it takes to nurture the creative spirit in a business organization in a systematic way. He not only brings to light the human elements necessary to foster new ideas - but also shows the cultural and business elements that must be present for any organization to thrive.

Unlike other `broad-stroke' business consultants, Rosenfeld's background as a research chemist - as well as the hands on knowledge of what it took to create the first Department of Innovation at Kodak - gives him insights that other innovation leaders have not brought to the table. Because of this distinctive background as a chemist - his ability to see the "chemistry" within people and business cultures is unique. The book doesn't just give you the ideas relating to the human principles for sustaining innovation - but ultimately real in-depth systematic approaches that can move a company into the innovation `hall of fame'.

What is really necessary - human and otherwise - for innovation to be systematically fostered in today's rapidly changing business and economic landscape? Rosenfeld answers this question through providing a proven approach and system that can be implemented in any situation - any size business or corporation.

The structure of Making the Invisible Visible makes it an accessible book and inspires in the reader an attitude of "I can do this." In addition to laying out the design of a proven method for implementing an innovative design, Rosenfeld includes stories about innovation which are woven throughout the book to provide meaningful context for each chapter's theme. One of the most exciting elements of his book is in the Appendix - with the "Innovation Workbook." The exercises included here are well suited to be utilized within company training situations - and certainly within a college or an MBA executive training setting.

Bob Rosenfeld sees into the heart of culture within innovation and brings it to life in his book. Making the Invisible Visible is a "must read" for anyone interested in effecting real change in the corporate world.

Derek Streets-Anderson
1.2.07

Rosenfeld's book is outstanding in that it is an easy to follow guide on making innovation a success. For businesses, education and laypeople alike, Rosenfeld does an excellent job of outlining the 8 major principles for sustaining innovation. Rosenfeld sites real-life examples and history to encourage and engage the reader. His workbook in the back of the book serves as a curriculum for students of innovation. I strongly recommend this book as a must-read for anyone who is interested in furthering his aspirations in innovating !

I found the text very enlightening. The USA and in particular we here in New York State need an awakening regarding our creativity and our innovation. Every company, every school and every home should instill the creative environment outlined in this text. To bring out each person's creative talents and giving them the opportunity to realize their potential will bring about new products, services, solutions and cures.

In addition, I am proud that the author of this text lived, worked and developed his philosophy here in my home town of Rochester, New York. This is a fast read, yet should be kept in a personal library for future reference. Thank you.