The Heart of Innovation: A Field Guide for Navigating to Authentic Demand
Mark Wegman · Merrick Furst · Daniel Sabbah · Matt Chanoff
Dec 2023 · Gildan Media · Narrated by Alex Knox
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Audiobook
4 hr 40 min
Unabridged
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Eligible
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About this audiobook
Four innovation experts from the startup world, large enterprises, nonprofits, and academia come together to reveal the secret of uncovering authentic demand to build successful innovations.
Books on innovation mostly focus on how to nurture innovative cultures and brainstorm ideas. The Heart of Innovation is the first popular book to concretely delve into what innovations really are and how to create them. Many attempts at innovation fail because customers turn out to be indifferent. The key to success is to uncover unmet authentic demand; what customers cannot be indifferent to. Through fresh case studies, ranging from how SoulCycle revolutionized the fitness industry, to how IBM built an $8 billion business on the Web, to a single mother ending abuse in a slum in Africa, The Heart of Innovation explores how authentic demand is often hidden or taken for granted.
The first half of the book explores cases where people accidentally found their way to meeting an unmet authentic demand—or failed to. The second half of the book provides a field guide to methodically identifying and building products, services, and businesses around authentic demand.
Books on innovation mostly focus on how to nurture innovative cultures and brainstorm ideas. The Heart of Innovation is the first popular book to concretely delve into what innovations really are and how to create them. Many attempts at innovation fail because customers turn out to be indifferent. The key to success is to uncover unmet authentic demand; what customers cannot be indifferent to. Through fresh case studies, ranging from how SoulCycle revolutionized the fitness industry, to how IBM built an $8 billion business on the Web, to a single mother ending abuse in a slum in Africa, The Heart of Innovation explores how authentic demand is often hidden or taken for granted.
The first half of the book explores cases where people accidentally found their way to meeting an unmet authentic demand—or failed to. The second half of the book provides a field guide to methodically identifying and building products, services, and businesses around authentic demand.
About the author
Merrick Furst is a Distinguished Professor and the director of the Center for Deliberate Innovation at Georgia Tech. He founded Flashpoint@GT, a first-of-its-kind startup engineering studio that developed formative leaders and exceptional technology startups.
Mark Wegman is an IBM fellow, IBM's highest technical honor, with more than 100 publications and over 16,000 citations. He is also an ACM and IEEE Fellow, a member of the National Academy of Engineering, and a Distinguished Alumnus of UC Berkeley.
Daniel Sabbah was CTO and general manager, Next Generation Platform, at IBM. He was responsible for creating IBM's Cloud platform and aligning IBM's direction for Cloud and Mobility. He holds an MA and PhD in computer science from the University of Rochester and an MBA from the Wharton School, University of Pennsylvania.
Alex Knox is a classically trained actor, equally comfortable as a leading man and a comedic character performer. In addition to a long list of theater credits, he has appeared in commercials, hosted a web series, and, as an improv performer, entertained thousands of guests at Southern California's theme parks.
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