
Forget disruptive or incremental innovation - Robertson reveals a powerful third way embraced by LEGO and Apple. His low-risk, high-reward approach creates complementary innovations around core products, praised by "Long Tail" author Chris Anderson as "an inspiration and object lesson" for sustainable business growth.
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Innovation doesn't have to be a choice between small tweaks and bet-the-company disruption. "The Power of Little Ideas" reveals a powerful middle approach that's been hiding in plain sight, powering some of history's most remarkable business transformations. When Steve Jobs returned to Apple in 1997, he didn't immediately create revolutionary products - he revitalized the Mac by surrounding it with complementary innovations like iTunes, iPods, and Apple Stores. This "Third Way" approach has become required reading at companies like Apple, Amazon, and Microsoft because it offers a path to explosive growth without the 70-95% failure rates of disruptive innovation. This approach works by creating a family of complementary innovations around an unchanged core product. These innovations must function as a cohesive system fulfilling a compelling customer promise and require close, central management. Unlike ecosystems of autonomous entities, each innovation must be deliberately selected and actively managed. The approach is particularly valuable when your core product is mature or commoditized, breaking the link between risk and reward by allowing large returns from relatively small ideas.
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Создано выпускниками Колумбийского университета в Сан-Франциско
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Создано выпускниками Колумбийского университета в Сан-Франциско

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