Ten Types of Innovation: The Discipline of Building Breakthroughs, Doblin's new book to help you innovate your way to meaningful and sustainable growth.
Successful innovators analyze the patterns of innovation in their industry. Then they make conscious, considered choices to innovate in different ways.
Ten Types of Innovation: The Discipline of Building Breakthroughs is the culmination of thirty years of analysis and research. The innovation framework was built around a seminal Doblin discovery, that there are ten distinct types of innovation that need to be orchestrated with care to make game-changing innovations.
We wrote this book to address how you can think about innovating effectively; how you can work to get the future to show up just slightly ahead of its regularly scheduled arrival; and how you can ensure your teams are equipped with the robust methods they need to succeed.
“I have long admired the innovation work of Larry Keeley and am thrilled that he has shared his concepts, insights, and experience with the world in his terrific book. Ten Types of Innovation is a must-read for any manager seriously interested in building an innovation culture rather than waiting around hoping for the next immaculate conception.”
Roger L. Martin
Dean, Rotman School of Management
“Ten Types of Innovation will become the indispensable ‘how to do it’ textbook of disruptive innovation, providing an executable roadmap for transformative change in any industry.”
Dr. Nicholas F. LaRusso
Medical Director, Mayo Clinic Center for Innovation
“Innovation is not for amateurs and most meaningful developments are not accidents. Great innovators follow disciplined approaches and Larry Keeley outlines an evidence-based methodology which takes innovation well beyond product tweaking. Ten Types of Innovation provides great frameworks to help you rethink the role innovation plays in your business and will raise the quality of the innovation dialogue from a black art to a serious science.”
VP of Corporate Innovation, Mars, Inc.
“Ten Types of Innovation captures the entire innovation ecosystem, from essential organizational structures and processes to critical aspects of the product or service being introduced. It distills three decades of innovation research into an action-oriented framework, offering a comprehensive map to guide creative teams as they venture into challenging new territory.”
Dipak C. Jain
“Doblin helped us achieve our goal to continuously and successfully introduce transformational innovations to our customers. Ten Types of Innovation provides the insights necessary to get you started on your innovation journey.”
President and CEO, VHA
A NEW DISCIPLINE IS LEAVING THE LAB
Now and then a new science emerges that radically changes how a field is conducted. This is precisely what is occurring now in the modern practice of innovation. But beware: myths are abundant and are exceptionally hard to eradicate.
THE BUILDING BLOCKS OF BREAKTHROUGHS
At the heart of any new discipline there often lies a simple, organizing system — an underlying structure and order governing what works and what fails. This is what the Ten Types framework brings to innovation. Consciously understanding it makes innovation easier and more effective.
MIX AND MATCH INNOVATION TYPES FOR GREATER IMPACT
Using more types of innovation produces more sophisticated and surprising results — and does so in ways competitors can't easily spot or copy.
SEE THE CONDITIONS THAT BIRTH BREAKTHROUGHS
Innovations that change industries can seem like they come out of nowhere. In fact, you can see the early warning signals that reveal when big changes are needed — and then seize on them.
USE BETTER PLANS TO BUILD BREAKTHROUGHS
Sophisticated innovations share similar components at their core. By deconstructing and distilling the work of successful innovations, the building blocks for new concepts emerge.
INSTALLING EFFECTIVE INNOVATION INSIDE YOUR ORGANIZATION
Everyone is in favor of innovation. Yet nearly every organization conspires to kill it. Here are principles on how to build an enterprise innovation system that fosters, rewards, and delivers results.
PUTTING THESE PRINCIPLES INTO PRACTICE
Go beyond the book to create your own innovation revolution.
For many years, executives equated innovation with the development
of new products. But creating new products is only one way to innovate, and on its own, it provides the lowest return on investment and the least competitive advantage.
Initially developed in 1998, the Ten Types of Innovation showed that companies that integrate multiple types of innovation will develop offerings that are more difficult to copy and that generate higher returns.
The Ten Types rapidly became a key tool for innovators everywhere—used by entrepreneurs at startups and by industry leaders across the globe.
In 2011, we updated the framework to reflect how business and the world have evolved in the last 15 years. With all-new analysis, data and insights, one thing hasn’t changed: the Ten Types of Innovation framework still provides a great way to identify new opportunities and develop defensible innovations.
Learn more about each type of innovation by clicking through the boxes below.