Abstract: Inventions that aren't
commercialized remain inventions, not innovations. Companies such as Apple are
organized internally to repeatedly produce innovations in the core business as
well as in new businesses. Such companies make sure that their innovations
matter and their products are really valued by the customers. This article’s
conclusion is that an invention should solve some job that needs to be done.
The product developed in the process should matter enough that the customers
are willing to pay for the same. Companies should not go too far to battle over
the marginal differences but should rather focus more on creating products that
are really valued by their customers.
Published: Bloomberg Businessweek, March 2011
Authors: Mark W. Johnson
Link: Making Innovation Matter