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Executing Innovation: Expert Solutions to Everyday Challenges by Harvard Business School Press

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Step 1: Develop an Inspiring Vision

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CONSIDER THE following situation:

As a product manager in a company making outdoor gear, you notice that customers are increasingly interested in extreme sports, an area that your company is not currently serving. Glancing through magazines that serve this trendy market, you come up with an idea for a line of clothing using high-tech new materials that would appeal to extreme sports enthusiasts. Although this market is relatively small, you think it will grow into a bigger segment in the next few years. Your concern is that management might not be receptive to the idea because it currently has limited market ...

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