Stay Informed!

By Sean Luechtefeld on 11/28/2011 @ 11:45 AM

Tags: Innovation, Recommended Reading

Last month, innovation@cfed Strategic Advisor Langdon Morris released a new book titled The Innovation Master Plan Framework: The CEO’s Guide to Innovation. The book is available for purchase here, and we’re excited to congratulate Langdon on his newest work!

To give readers a preview of the book’s contents, Langdon sent us an excerpt from the introduction. Check it out below, and let us know your thoughts in the comments section!

Is there any doubt in your mind about the importance of innovation? Do you feel that innovation is vital to the future of your company? And perhaps to your own future as a business leader?

Since you’re reading this, it’s reasonable to assume that you do. And of course I agree with you.

If you’re thinking about innovation, then it’s likely that you’ve already discovered that the process of innovation is difficult to manage. It’s risky, expensive, and unpredictable.

This explains why Einstein supposedly said, “It’s called ‘research’ because we don’t know what we’re doing.” If we did know what we were doing we’d call it something else, like “engineering,” or “product design,” or “marketing.” And even when we think we do know what we’re doing, the results from the innovation process frequently fail to live up to our expectations.

Further, our innovation efforts must bring improvement not only to our products and services, but also the very processes we use to run the business. Louis Gerstner puts it this way: “In almost every industry, globalization is leading to overcapacity, which is leading to commoditization and/or price deflation. Success, therefore, will go to the fittest – not necessarily to the biggest. Innovation in process – how things get done in an enterprise – will be as important as innovation in the products a company sells.”

Congrats, Langdon!

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