As I research the Innovation process in preparation for a potential training program around Innovation Management, there are several thoughts that are swirling in my head.
Being a long time technical marketer, I am familiar with many of the “Chasmista’s” methodologies (loosely the body of thought inspired by Geoffrey Moore and his seminal work “Crossing the Chasm”), the concept of disruption, innovation, “tornado” markets are all well captured.

But I have also read practical marketing advice from Theodore Levin (in “The Marketing Imagination”) that innovation is often difficult, and that the leaders in innovation are frequently not the dominant force in the market, that often it is better to get the second bite at the apple (let someone else do that difficult work, and apply their learning to have cost, scale, or other advantages – The irony being that Apple often is seen as an innovator, but in reality, they are far better at that second bite.) Continue reading →