Learning to win – guaranteed success of innovations by design

Johannes Hartmann and Howard Moskowitz

Failures of innovation are not random: they are predictable - and avoidable - if managers get the categorization stage of theory right.

Learning to win – guaranteed success of innovations by design

Johannes Hartmann Consumer Insight Foods, Unilever, Netherlands

Howard R. Moskowitz Moskowitz Jacobs Inc., United States

INTRODUCTION

“Once again, we argue that the failures (of innovation) are really not random at all: They are predictable – and avoidable – if managers get the categorization stage of theory right. Of the many dimensions of business building, the challenge of creating products that large numbers of customers will buy at profitable prices screams for accurately predictive theory.” Clayton Christensen, 2003

Successful innovation demands 5% inspiration and entails 95% perspiration....

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