Think, Play, Do

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The innovation process is the most important of all business processes. Innovation is the means by which value is constructed and efficiencies are created. It is the source of sustainable competitive advantage. This book shows how the innovation process is changing profoundly. Part of thechange results from the application of new technologies to the innovation process itself. A new category of technology has emerged which we call 'innovation technology'. This includes simulation and modeling, visualization and economical and ameliorates some of its uncertainties. Thesetechnological changes are accompanied by changing organization structures and skills requirements. The technologies are used in fast moving, creative environments and are suite to project-based organization. They also require the development of new 'craft' skills to realize the possibilitiescreated by the new 'code'. The book outlines a new way of thinking about innovation. Traditional definitions of 'research', 'development' and 'engineering', imply a progressive linearity which doesn't exist in reality. They are also associated with organizational departments, which are breakingdown where once they existed, and are in any case non-existent in the vast majority of firms. They also fail to capture the central importance of design in innovation. We propose a new schema for the innovation process: hink, Play, Do. Innovation requires creating new ideas and thinking about newoptions, playing with them to see if they are practical, economical and marketable, and then doing: making the innovation real. This new schema captures the emerging innovation process using a more contemporary idiom. The book reportsin-depth studies from a number of companies and sectors. Majorcase studies of Proctor and Gamble and Arup Partners are presented. It reports on the use of innovation technology in a range of other companies and organizations, from pharmaceuticals in GSK, to engineering d