An Important New Book on Innovation is Forthcoming at Columbia University Press–with a Triana Group Touch! Authored by Lorraine Marchand, with John Hanc.
Successful innovation involves more than a good idea; more than the proverbial light bulb switching on in one’s head. Ninety-five percent of new product ideas never make it to market. Why? The leading cause is the failure to address a real problem a customer is willing to pay for.
In her new book, The Innovation Mindset, Lorraine Marchand introduces the steps needed for successful innovation, revealing the secrets behind the “Big Ideas” that do breakthroughs.
Marchand’s approach—which relies on a problem-solving orientation, a deep understanding of customer and market needs, risk management skills, and the courage to change directions—helps entrepreneurs and innovators, from every background, and in any industry, to avoid all-too-common pitfalls.
The step-by-step program laid out by Marchand–who has guided Fortune 500 companies and start-ups on developing and launching new ideas—is easy to follow, with a tool kit of templates and takeaways, punctuated by case studies that illustrate her Laws of Innovation. Including one offered by the Triana Group’s very own Jabril Bensedrine, PhD.:
For Lorraine’s Law #5—”Innovators Must be Ready to Pivot at Any Point in the Process”—Jabril Bensedrine shares a case study about an electronics firm that shifted gears to become an Internet-of-Things products company but then had to make drastic changes when it failed to discern emerging trends in the business environment. While the case has a happy ending, Jabril Bensedrine reminds us that pivoting is not always reactive. Sometimes it must be pre-emptive, in anticipation of changing market conditions.
With such sage advice from leading innovation experts, The Innovation Mindset is a must-read for both the seasoned innovator with another great idea, as well as the first-timer who is dreaming big. Pre-order now by clicking on the link below.
