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The Heart of Innovation
Book

The Heart of Innovation

A Field Guide for Navigating to Authentic Demand

Berrett-Koehler, 2023 more...


Editorial Rating

8

Qualities

  • Innovative
  • Background
  • Concrete Examples

Recommendation

In business, successful innovation doesn’t merely mean coming up with something new but something new that customers actually want. But how can innovators identify “authentic demand”? In this helpful guide, Matt Chanoff, Mark Wegman, Merrick Furst and Daniel Sabbah analyze the three main kinds of innovation and unveil practical strategies for finding and leveraging real customer needs. Their wide-ranging case studies and innovative techniques are invaluable resources for entrepreneurs, business leaders and anyone seeking to break new ground.

Take-Aways

  • Innovators must discover “authentic demand.”
  • Uncover customer needs through the “not not principle.”
  • Each of the three main types of innovation comes with its own challenges and opportunities.

About the Authors

Matt Chanoff is a San Francisco-based angel investor. Mark Wegman is an IBM, ACM and IEEE fellow. Daniel Sabbah was the CTO and general manager for Next Generation Platform at IBM. Merrick Furst is a Distinguished Professor and the director of the Center for Deliberate Innovation at Georgia Tech.


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