Ten Types of Innovation

About the Author

Larry Keeley, a renowned strategist and co-founder of the Doblin Innovation Firm, has dedicated his career to the pursuit of understanding and mastering innovation. With a background steeped in strategic consulting and innovation management, Keeley has been at the forefront of guiding companies through complex innovation challenges. His work, alongside that of his colleagues Ryan Pikkel, Brian Quinn, and Helen Walters, has been instrumental in shaping how organizations approach innovation today. Through their collective efforts, they have distilled decades of experience into the book Ten Types of Innovation, offering a roadmap for companies seeking to innovate effectively and sustainably.

Main Idea

The central thesis of Ten Types of Innovation revolves around a fundamental insight: most innovation projects fail not because of a lack of creativity or effort, but because they focus on too few types of innovation or on the wrong types altogether. Keeley and his team argue that successful innovation requires a holistic approach that incorporates multiple types of innovation simultaneously. By understanding and leveraging the ten distinct types of innovation, companies can create breakthroughs that are not only novel but also difficult for competitors to replicate, thereby driving sustainable growth and profitability.

Table of Contents

1. Introduction to Innovation
2. The Ten Types of Innovation Framework
3. Product-Related Innovations
4. Company-Related Innovations
5. Perception-Related Innovations
6. Common Pitfalls in Innovation Projects
7. Strategies for Successful Innovation
8. Case Studies and Practical Applications
9. Conclusion: The Future of Innovation

Introduction to Innovation

Innovation is often hailed as the key to success in today's fast-paced business environment. Yet, despite its importance, many innovation efforts fall short of their goals. Keeley and his co-authors begin by exploring the reasons behind these failures. They argue that a narrow focus on product innovation alone is insufficient. Instead, innovation must be viewed more broadly, encompassing not just the product but also the processes, business models, and customer experiences that surround it.

In the words of the authors:

"Innovation is anything that is new or novel in its context and that contributes to making a product or service viable and profitable." – Larry Keeley

This definition underscores the idea that innovation is not just about inventing new products or technologies. It is about creating value in ways that differentiate a company from its competitors and resonate with customers. Keeley’s framework identifies ten distinct types of innovation, grouped into three broad categories: product-related innovations, company-related innovations, and perception-related innovations. Each type offers a different pathway to creating value, and the key to successful innovation lies in strategically combining multiple types to achieve a unique and sustainable competitive advantage.

The Ten Types of Innovation Framework

The book's core framework categorizes innovations into ten types, which are further divided into three overarching categories: