Page 60 - Free the Idea Monkey

THE INNOVATION FORMULA: SHORT VERSION
So to change the world, you need to create the synchronized inter-

section—the tiny shaded area within the three circles below—of the
need (insight), the idea (product, service or business model) and the
communication that connects the two.

This simple formula is easy to describe,
but perilously difficult to achieve. Turns
out that ideas are easy, insights are easy
and communication is easy. Getting
them all to work in unison? For
most, really, really hard ... this is
why most new products fail.

To use another metaphor,
think of the circle diagram as a
three-legged stool. Without one leg,
the stool falls, and so, too, will your innovation initiative. You may
have a great team of brilliant idea people/Monkeys, but unless you
can get them to understand this simple concept, they will fail. Your
job as the Lord of the Innovation Jungle is to make them understand.
Now, thump your Tarzan chest because you just learned something
really important.

thousands of years: sewing needles, woven cloth, rope, basket weaving, boats and even the flute.

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