Corporate Explorer Fieldbook

Informationen zum Autor ANDREW BINNS is an advisor to business leaders on innovation and change. He is a director of Change Logic, a strategic innovation consultancy, and an award-winning author and speaker. EUGENE IVANOV, PhD, is a former research scientist who specializes in helping organizations use open innovation to solve complex technical and business problems. Klappentext A practical, hands-on manual for innovating from within the corporate structure PRAISE FOR CORPORATE EXPLORER FIELDBOOK "Corporate Explorers help drive innovation by bringing new ideas into organizations, securing the backing to deliver and ultimately build or expand new businesses. The Corporate Explorer Fieldbook is an indispensable guide for any-one who aspires to play this role. It is a hands-on guide written by practitioners, for practitioners. The authors have the scars to prove that they have done the things that they are writing about." -DAN OLLEY , Chief Executive Officer, Hargreaves Lansdown "The value of the Corporate Explorer Fieldbook is in the practical detail and application case studies. This allows me to see what the leaders were aiming to do and how they used these specific levers to execute change. It helps to learn from real-world examples and not just theoretical concepts." -DR. ALEXANDER BOCKELMANN , Group Chief Technology Officer, Baloise Group " Corporate Explorer Fieldbook combines hard-won knowledge from seasoned practitioners with deep research insights, to create the perfect travel companion for any corporate innovation journey." -GABY APPLETON , Chief Digital Product Officer, RX Global Zusammenfassung Build an innovative new startup using the resources of an existing corporationThe Corporate Explorer Fieldbook: How to Build New Ventures in Established Companies is a one-of-a-kind collection of the tools, methodologies, and techniques you need to build successful, market-ready ventures from within existing organizations. The accomplished authors explain how to develop a practical strategy, gather market insights, develop a Jobs-To-Be-Done market canvas, collect customer research, reduce organizational risk, and more.You'll learn how to beat the odds when introducing a new product or service into the marketplace and how to select, develop, and compensate the right people in your company to act as corporate explorers. Finally, the book explains how to secure authentic and enthusiastic buy-in for your new venture at the executive level.The Corporate Explorer Fieldbook will also teach you to: Conduct micro-experiments to distinguish legitimate business opportunities from ideas that lack traction Perform customer discovery interviews for ideating, incubating, and scaling ideas* Generate breakthrough ideas from within large companiesAn indispensable companion to the newly published Corporate Explorer: How to Build New Ventures in Established Companies, the Corporate Explorer Fieldbook is a must-read, step-by-step guide for corporate entrepreneurs seeking to launch new ventures from within their existing organizations. Inhaltsverzeichnis Preface and Acknowledgments xiii Corporate Exploration: Insights From the Field xv Michael Tushman Section I: Strategic Ambition 1 Chapter 1 Strategy Manifesto: Answering the Big "Why" 3 Andrew Binns and Andreas Brandstetter A Problem with Strategy Plans 3 Components of a Strategy Manifesto 4 Creating a Strategy Manifesto 8 Influencer Approach 9 Application Case Study: UNIQA 3.0 Strategic Manifesto 10 Chapter 2 Hunting Zones: Selecting Where to Explore 13 Andrew Binns Hunting Zone 13 Bounded Diversity 13 Defining Hunting Zones 14 Application Case Study: AGC 20 Chapter 3 Outside- In: Overcoming Toxic Assumptions with Market...

Auteur

ANDREW BINNS is an advisor to business leaders on innovation and change. He is a director of Change Logic, a strategic innovation consultancy, and an award-winning author and speaker. EUGENE IVANOV, PhD, is a former research scientist who specializes in helping organizations use open innovation to solve complex technical and business problems.

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A practical, hands-on manual for innovating from within the corporate structure PRAISE FOR CORPORATE EXPLORER FIELDBOOK "Corporate Explorers help drive innovation by bringing new ideas into organizations, securing the backing to deliver and ultimately build or expand new businesses. The Corporate Explorer Fieldbook is an indispensable guide for any-one who aspires to play this role. It is a hands-on guide written by practitioners, for practitioners. The authors have the scars to prove that they have done the things that they are writing about."
-DAN OLLEY, Chief Executive Officer, Hargreaves Lansdown "The value of the Corporate Explorer Fieldbook is in the practical detail and application case studies. This allows me to see what the leaders were aiming to do and how they used these specific levers to execute change. It helps to learn from real-world examples and not just theoretical concepts."
-DR. ALEXANDER BOCKELMANN, Group Chief Technology Officer, Baloise Group "Corporate Explorer Fieldbook combines hard-won knowledge from seasoned practitioners with deep research insights, to create the perfect travel companion for any corporate innovation journey."
-GABY APPLETON, Chief Digital Product Officer, RX Global

Résumé
Build an innovative new startup using the resources of an existing corporation The Corporate Explorer Fieldbook: How to Build New Ventures in Established Companies is a one-of-a-kind collection of the tools, methodologies, and techniques you need to build successful, market-ready ventures from within existing organizations. The accomplished authors explain how to develop a practical strategy, gather market insights, develop a Jobs-To-Be-Done market canvas, collect customer research, reduce organizational risk, and more. You'll learn how to beat the odds when introducing a new product or service into the marketplace and how to select, develop, and compensate the right people in your company to act as corporate explorers. Finally, the book explains how to secure authentic and enthusiastic buy-in for your new venture at the executive level. The Corporate Explorer Fieldbook will also teach you to: Conduct micro-experiments to distinguish legitimate business opportunities from ideas that lack traction Perform customer discovery interviews for ideating, incubating, and scaling ideas * Generate breakthrough ideas from within large companies An indispensable companion to the newly published Corporate Explorer: How Corporations Beat Startups at the Innovation Game, the Corporate Explorer Fieldbook is a must-read, step-by-step guide for corporate entrepreneurs seeking to launch new ventures from within their existing organizations.

Contenu

Preface and Acknowledgments xiii

Corporate Exploration: Insights From the Field xv
Michael Tushman

Section I: Strategic Ambition 1

Chapter 1 Strategy Manifesto: Answering the Big "Why" 3
Andrew Binns and Andreas Brandstetter

A Problem with Strategy Plans 3

Components of a Strategy Manifesto 4

Creating a Strategy Manifesto 8

Influencer Approach 9

Application Case Study: UNIQA 3.0 Strategic Manifesto 10

Chapter 2 Hunting Zones: Selecting Where to Explore 13
Andrew Binns

Hunting Zone 13

Bounded Diversity 13

Defining Hunting Zones 14

Application Case Study: AGC 20

Chapter 3 Outside- In: Overcoming Toxic Assumptions with Market Insight 23
Narendra Laljani

Challenging Toxic Assumptions 24

Going Beyond Customer- Led 26

Learn Faster 29

Application Case Study: The Cigna Story 30

Chapter 4 Jobs- to- be- Done: Defining a Market by Customer Outcome 33
Tony Ulwick

Market Definition 33

How Should a Market Be Defined? 34

Jobs- to- be- Done Market Definition Canvas 35

Application Case Study: We…