Innovation by Design grew out of concern that organizations that at one time had been outperforming the economy by introducing new-to-the-market products were now relying strictly on incremental innovation, which in many situations does not increase the size of the market

Innovation is a management discipline; it does not come about through a random or hit-and-miss approach, but it requires design. Innovation involves focusing on the organization's mission, searching for unique opportunities, determining whether they fit the organization's strategic direction, defining the measures for success, and continually reassessing opportunities. Innovation doesn't require genius; but it does require total dedication in pursuit of a unique opportunity. ...

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