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Innovation: The Five Disciplines for Creating What Customers Want Hardcover – August 8, 2006
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As CEO of SRI International, Carlson has consulted with hundreds of organizations on becoming more effective and profitable. He has distilled that experience into a thorough treatise on the innovation process. The book cites dozens of examples of innovative ideas brought to fruition by innovators from Thomas Edison to Steve Jobs. It outlines, in workbook fashion, the critical decision-making process--the Five Disciplines of Innovation--required to think innovatively along with the quantitative tools that one needs to become an innovator, regardless of one's profession. The authors deliver this in easily digestible outlines of what Carlson believes to be a tried-and-true process of how companies can effectively innovate. Tips for jump-starting the creative process, a brainstorming method based on why office mates chat around a water cooler, and how to create a value proposition along with understanding market and customer needs are all addressed in a readable, easy-to-understand tone. Weaving in stories of companies that have successfully innovated, such as Dell, with those that haven't, such as Polaroid, the authors offer a well-reasoned approach to innovation. Gail Whitcomb
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“Innovation—mystery or mastery? For Carlson and Wilmot, the answer is definitely the latter. Following the example of Deming’s approach to quality—another of those magically powerful substances—they lay out a thoughtful, practical methodology for managing innovation projects through to successful outcomes. Sure, in that one percent inspiration there may be the occasional moment of mystery, but for those of us operating in the ninety-nine percent perspiration part of the field, it’s terrific to finally get a great user’s manual.” —Goeffrey Moore, author of Dealing with Darwin: How Great Companies Innovate at Every Phase of Their Evolution
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Prior to the conference, I read his book with three bookmarks: One to mark my place, one for the footnotes, and the last to mark the Glossary. It took supreme effort for me to read the book (I graduated from college 45 years ago)- but without first reading it, the conference would have been wothless. Instead, that book & the conference inspired me to launch a new domain name and new to the market real estate service. Thanks for writing this book, Mr Carlson.
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