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Robert's Rules of Innovation: A 10-Step Program for Corporate Survival Hardcover – March 8, 2010

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Product Details

  • Hardcover: 212 pages
  • Publisher: Wiley; 1st edition (March 8, 2010)
  • Language: English
  • ISBN-10: 0470596996
  • ISBN-13: 978-0470596999
  • Product Dimensions: 5.2 x 0.8 x 8.2 inches
  • Shipping Weight: 11.2 ounces (View shipping rates and policies)
  • Average Customer Review: 4.9 out of 5 stars  See all reviews (24 customer reviews)
  • Amazon Best Sellers Rank: #411,685 in Books (See Top 100 in Books)

Editorial Reviews


10 steps to make sure lack of innovation doesn't sink the business
Silicon Valley Business Journal - by Jim Pawlak--Biz Books -

A fresh perspective on innovation processes and approaches from experienced leader who knows what it takes to bring products to the market. Gems for innovators and champions of innovation at all levels. Jeff Lindsay, Author  See:

See/listen: --Review and Interview with Bob Thompson (


From the Inside Flap

Innovation, the key to your company's survival, must be encoded in your corporate DNA. It is an imperative—because you can bet your competitors are going at Innovation full-throttle.

Robert's Rules of Innovation: A 10-Step Program for Corporate Survival chronicles decades' worth of collective, invaluable experience contributed by Innovation guru Robert Brands and his international network of Innovate-For-Success experts. Much like Robert's Rules of Order, which created order from chaos in meetings around the world, Robert's Rules of Innovation sets a new standard for "doing" Innovation, equipping you with the principles needed to:

  • Inspire, lead, and drive the process

  • Manage risk, without letting fear of failure kill innovation

  • Create a formalized New Product Development (NPD) process—an absolute must

  • Convince others to work outside their comfort zone

  • Build value for your Innovation

  • Instill accountability—one of the most important of Robert's Rules of Innovation

  • Properly hire, train, and coach—to create, reinforce, and enhance your company's culture and mindset

  • Stay open to new ideas

  • Observe, measure, and track NPD results—essential to optimal ROI

  • Grow profitably, which benefits shareholders, stakeholders, employees, customers, and consumers

Let's face it, whether you manage a multinational company or an entrepreneurial start-up, or if you are a manufacturer, distributor, service provider, supplier, retailer, or a not-for-profit, the pressures today—in terms of time, budget, everything—are unprecedented in our lifetimes. Robert's Rules of Innovation introduces you to easy-to-implement, immediately useful world-class guidance for starting, nurturing, and profiting from a culture of sustained innovation in the work environment.

Get passionate about creativity. Prepare to unleash your team's abilities. Create the next home-run new product. Do it all with the high-performance ideas found in Robert's Rules of Innovation.

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Customer Reviews

4.9 out of 5 stars
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See all 24 customer reviews
A must-have for any business bookshelf!
V. Randall
Robert's Rules of Innovation provides practical advice to create and sustain innovation.
Karl Sprague
This book is full of practical, useful, and relevant information.

Most Helpful Customer Reviews

9 of 9 people found the following review helpful By Braden Kelley on April 14, 2010
Format: Hardcover
A few weeks ago I received "Robert's Rules of Innovation" by Robert F. Brands with Martin J. Kleinman in the mail. "Robert's Rules of Innovation" is an approachable 200 pages, and is an easy, and pleasant read.

The book lays out a self-described 10-step program for corporate survival as a set of ten 'innovation imperatives' that are as follows:

2.No Risk, No Innovation
3.New Product Development Process
5.Value Creation
7.Training and Coaching
8.Idea Management
9.Observe and Measure
10.Net Result and Reward

The book highlights the importance of an innovation audit before your innovation efforts begin, and includes sample innovation audit questions in the book and a more complete version is available on the supporting web site.

If new product development processes have not been formalized sufficiently in your company, the book devotes a significant portion of the text and appendices to new product development process flow charts and other resources and information.

Robert reinforces more than once in the book the importance of the CEO to innovation. In fact you might infer his perspective to be that the Chief Executive Officer should be the Chief Innovation Officer for innovation to be successful.

At the same time, numerous pages are allocated to the subject of teamwork and the delicate tension between giving "creatives" enough separation to have freedom to create and feel safe to push the boundaries of failure, without separating them too far so that resentment builds or the engagement of other employees falls.

Taken all together I found "Robert's Rules of Innovation" to present a clear approach to innovation for managers looking to begin their innovation journey or for people looking to read up a bit more on the topic.
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6 of 6 people found the following review helpful By Larry Underwood on April 10, 2010
Format: Hardcover
From what I've observed from my first-hand experience in corporate America (26 years with Enterprise Rent-a-Car), a disturbingly high percentage of upper level managers out there feel their best chance for long-term survival is to maintain the safe status-quo; most organizations are not receptive to risk taking. A culture of fear defines the mindset of the typical organization, from top to bottom; they seem to believe they have no margin for error in how they go about their endeavors. Mistakes are harshly scorned; finger pointing, backstabbing, and malicious micro-managment drain the creative spirit. The results are usually unfavorable, as the paranoid employees are so concerned with covering their own rear ends, not much productive work is being accomplished. It's quite a mess.

Robert F Brands knows innovation, and he knows it's the life-blood of any successful enterprise. He very cleverly lays out a ten point plan for incorporating the spirit of innovation throughout any progressive organization. Failure is a part of the process; reprisals don't fit in with this culture. There are no hidden agendas; just a spirit of trust and cooperation that ensures maximum employee engagment, and maximum productivity.

Obviously, for Robert's program to be successfully implemented, it must be embraced by the head-honchos in corporate America. They desperately need to set the tone - innovate or become extinct. Replace the fear with a confident approach to the business at hand. Instill a sense of urgency in every employee what needs to be done; give them the support they need to feel their good efforts will be rewarded. The game plan is wonderful; if executed properly, it will help any organization thrive in today's competitive business arena.

In order to survive, there's really no option.
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Format: Hardcover
Being an entrepreneur with a small business I am always interested in reading about different core business practices to help grow my company. Being "Innovative" is a word that I relate to something only the big companies like Apple, Microsoft, 3M, and others have the resources to do.

When I first picked up Robert's Rules of Innovation I was expecting to learn specifically about the process of creating new products and services. By the time I finished the first chapter I realized that being innovative is not only one of the core business practices needed to stay alive in this challenging business world, but may in fact be the most important. I learned quickly that without innovation you are more succeptable to defeat from your competitors, the increasing demands of your customers to get more and pay less, and consumers appetitie for newer and better products.

This book is more than just a book on innovation, it is a book that motivates, inspires, and gives you the simple tools needed to be a more succesful entrepreneur, executive, manager, team leader and player who is more strategic, disciplined, creative and thorough in his/her planning and execution.

Robert presents simple to understand step by step methods to help you create a culture of innovation from the top down. The author uses practical methods such as creating a streamlined new product development blueprint, setting and keeping regular meetings, holding members accountable, instilling a team atmosphere where everyone counts, inspiring others to belive in your vision, measuring results, and executing your new innovative approach using a simple 10-step program.
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