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Have you ever come up with an idea for a new product or service but didn’t take any action because you thought it would be too risky? Or at work, have you had what you thought could be a big idea for your company—perhaps changing the way you develop or distribute a product, provide customer service, or hire and train your employees? If you have, but you haven’t known how to take the next step, you need to understand what the authors call the innovator’s method—a set of tools emerging from lean start-up, design thinking, and agile software development that are revolutionizing how new ideas are created, refined, and brought to market.
To date these tools have helped entrepreneurs, designers, and software developers manage uncertainty—through cheap and rapid experiments that systematically lower failure rates and risk. But many managers and leaders struggle to apply these powerful tools within their organizations, as they often run counter to traditional managerial thinking and practice.
Authors Nathan Furr and Jeff Dyer wrote this book to address that very problem. Following the breakout success of The Innovator’s DNA—which Dyer wrote with Hal Gregersen and bestselling author Clay Christensen to provide a framework for generating ideas—this book shows how to make those ideas actually happen, to commercialize them for success.
Based on their research inside corporations and successful start-ups, Furr and Dyer developed the innovator’s method, an end-to-end process for creating, refining, and bringing ideas to market. They show when and how to apply the tools of their method, how to adapt them to your business, and how to answer commonly asked questions about the method itself, including: How do we know if this idea is worth pursuing? Have we found the right solution? What is the best business model for this new offering? This book focuses on the “how”—how to test, how to validate, and how to commercialize ideas with the lean, design, and agile techniques successful start-ups use.
Whether you’re launching a start-up, leading an established one, or simply working to get a new product off the ground in an existing company, this book is for you.
Furr and Dyer (coauthor of The Innovator's DNA), both professors at Brigham Young University's Marriott School of Business, offer tips on getting a business to behave like a "lean start-up" by taking ideas to the market without going through the arduous and old-fashioned process of writing a business plan. The book lists the steps that smart start-ups (or established organizations looking to try something new) should follow: come up with an insight, understand the customer's problem, quickly develop "an awesome solution" to that problem, and create a business model, and finally generate revenue and scale your idea. The authors underscore that innovative companies understand the importance of transparency and are unafraid to seek input from outsiders. The strength of the book lies in its many examples and case studies, which range from two young Harvard Business School students founding a company for short-term rentals of high-end dresses to Budget Traveler magazine crowdsourcing editorial content from readers. Fuhr and Dyer present their ideas with clarity and enthusiasm, and include helpful diagrams and charts. Readers looking for a single volume on nimble innovation will find this guide indispensable.