【正文】 lication. Effective innovations start small. They try to do one specific thing and are based around a simple notion. They are not grandiose. By contrast, grandiose ideas for things that will ?revolutionise an industry? are unlikely to work. ? Aim for transformational innovations The successful innovation aims from the beginning to bee the standard setter, to determine the direction of a new technology or a new industry, to create the business that is – and remains – ahead of the pack. If an innovation does not aim at leadership from the beginning, it is unlikely to be innovative enough. ? Be systematic and persistent Innovation is work rather than genius. It requires knowledge. It often requires ingenuity. And it requires focus. Innovators rarely work in more than one area – an innovator in financial areas is unlikely to embark on innovations in health care. Most of all, innovation requires hard, focused, purposeful work if diligence, persistence and mitment are lacking, talent, ingenuity and knowledge are to no avail. Defining Innovation 169。 Harvard Business Review: Innovation, 1991 169。 payload for the routes on which a jet would give an airline the greatest advantage) and financing of such expensive planes. Boeing and Douglas now dominate the mercial jet aircraft industry. ? The puter Required the bination of six strands of knowledge – binary arithmetic, Charles Babbage?s calculating machine, Herman Hollerith?s punch card, the audion tube, symbolic logic, and the concepts of programming and feedback developed during WWI. New knowledge Source: Accenture analysis。 products, processes or services ? Innovation of this sort usually demands a bination of knowledge – a need for convergence among different kinds of knowledge explain the peculiar rhythm of knowledgebased innovation ? During a long gestation period, there is much talk and little action. When all the elements suddenly converge, there is tremendous activity. Success requires careful analysis of the various kinds of knowledge needed to make an innovation possible Defining Innovation EXAMPLES ? and Deutsche Bank’s mercial banking In the 1930s, and Ge Siemens bined the French theory of entrepreneurial banking and the English theory of mercial banking to create the first successful modern banks. Ten years later, Shibusawa Eiichi adopted Siemens? concept and laid the foundation for Japan?s modern economy. ? Boeing amp。 2022 Accenture All Rights Reserved ? Often market dependent, knowledgebased innovations differ from others in the lead time they take to e to market – there is often a protracted span between the emergence of new knowledge amp。 Professor Peter F. Drucker, Innovation and Entrepreneurship: Practice and Principles。350 million in 1998. It is estimated that by 2022 anic food will account for 78% of the total food market with a retail value of 163。 mouth), consumers are switching to anicallyproduced produce. The retail value of anic food in the UK rose from 163。 in fact, they may be irrelevant ? What determines whether people see a glass as halffull or halfempty is mood rather than fact and change in mood often defies quantification ? But it is not exotic or intangible. It is concrete. It can be defined. It can be tested. And it can be exploited for innovation opportunity Defining Innovation EXAMPLES ? Pfizer’s Viagra Increasing preoccupation with health issues and ?lifestyle? issues lead Pfizer to focus Ramp。 Harvard Business Review: Innovation, 1991 169。 resort business By 1970, emergence of large numbers of affluent and educated young adults in Europe and US sought new and exotic holidays capturing the ?hangout? of their teen years. Club Med developed a new concept in holidays that filled the gap and drove record profits from ?lifestyle? holidays. ? Japan’s robotics industry In 1970s, Japanese recognised the emerging baby bust and education explosion would result in fewer bluecollar workers in manufacturing by 1990s. The Japanese now have a 10year lead in robotics. Demographic changes Source: Accenture analysis。 Harvard Business Review: Innovation, 1991 169。J which became a leader in the move to negotiated missions and a leading performer on Wall Street. Source: Accenture analysis。 Jenrette Brokerage firm DLamp。 2022 Accenture All Rights Reserved Industry amp。 Professor Peter F. Drucker, Innovation and Entrepreneurship: Practice and Principles。T had developed and installed the automatic switchboard. ? Mergenthaler’s Linotype The 1890s invention of the linotype made it possible to produce a newspaper quickly and in large volume. ? Ochs, Pulitzer amp。 2022 Accenture All Rights Reserved Process Needs ? Opportunities arising from process needs fill a gap in the market that is logical and immediately adoptable but for one reason or another hadn?t been thought of before ? Innovations that arise to fill a process need often only require the adaptation of an existing technology ? Even apparently minor inventions emerging from process need opportunities can have major uses ? The adaptation of the reflector used on American highways since 1930s for use on winding Japanese roads enables traffic to move smoothly and with a minimum of accidents Defining Innovation EXAMPLES ? ATamp。 Professor Peter F. Drucker, Innovation and Entrepreneurship: Practice and Principles。 Harvard Business Review: Innovation, 1991 169。s must celebrated product. ? IBM’s modern accounting machine IBM?s Univac machine was originally designed in 1930s for banks but sold only to libraries which had money to buy the product. Fifteen years later, when business required a machine that could do payroll, Univac was redesigned Univac within five years IBM had bee the market leader in the puter industry. ? Ford’s