The 4 Lenses of Innovation

What intellectual functioning distinguishes innovators? The author first explores major creative giants of the Renaissance period, such as Leonardo da Vinci, Machiavelli and Gutenberg. While this historical detour may be interesting, it may be skipped without any drawbacks by readers in a hurry to get to the contemporary examples.

The author identifies four thinking patterns typical of innovators. The first consists in defying existing and universally accepted models, akin to what Elon Musk did when he designed a low-cost aerospace company. The second consists in identifying emerging trends and taking inspiration from them. It was by seeking ways to capitalize on portable technologies that Disney designed RFID bracelets for its visitors. These bracelets are used as a pass and as a means of payment, and allow Disney characters to call visiting children by name. The third model consists in capitalizing on the various resources available by finding ways to combine them. Amazon realized that it used only 10% of its IT data storage capacity and rented out its extra capacity, to the point that it became the leading Cloud player. Finally, the fourth model rests on the ability to identify needs that have not yet been met. A couple of Americans, for instance, created a chain of gyms exclusively reserved for women. They observed that women hesitated to join mixed-gender gyms, where they felt somewhat uncomfortable.

The author concludes with the key success factors for deploying these models in business. Of course, the ideal is to combine them. He recommends, for example, that during the collective brainstorming sessions the team be divided amongst each of these four dimensions, to sweep up as many ideas as possible.

This book offers a wealth of ideas and examples, although some are at times redundant. It offers an original perspective on innovation.