It takes a village..,. The hardest part of writing this book and the courses that go with it was not finding more to say and share, but to clarify and simplify. All the people list here helped.

1. Contents
plus list of
contributors

2. 229

3. 7
CONTENTS
ACKNOWLEDGMENTS
6
PART 1: INTRODUCTION 9
Chapter 1: An Honest Introduction 10
Chapter 2: Knowing What Ain’t So: The Three Big Myths of Innovation 14
Chapter 3:
The Power of Theory: If You Want Your Innovation To Fly, Theory Is the Wind Beneath Your Wings 21
PART 2: ALIGNMENT 27
Chapter 4: Alignment Introduction 28
Chapter 5:
Finding Your Mission: Innovation Magic Happens at the Intersection of Significance, Skills and Value 29
Chapter 6:
Finding the Jobs To Be Done: Aligning Your Business with Customer Value 37
Chapter 7:
Looking at the Big Picture: Delivering and Capturing More Value Through Business Model Innovation 47
Chapter 8:
The Value of Culture: How Supportive Cultures Can Reverse the Innovation Slope 56
Chapter 9:
Alignment Conclusion 67
PART 3: BUILD 73
Chapter 10: Build Introduction 74
Chapter 11:
Defining Your Innovation Challenge: What Is the Problem You Need To Solve? 75
Chapter 12:
Starting with What You Have: Effectuation and the Power of Action 83
Chapter 13:
No More Brain Drains. It’s Time to Start Building Ideas. If You Want More High-Quality Ideas, Look
for Stimulus and Diversity 91
Chapter 14:
The Power of Persistence: Why You Must Keep Moving Forward While Being Prepared to Change
Direction
105
Chapter 15:
Build Conclusion 111
PART 4: COMMUNICATE AND CHECK 113
Chapter 16:
Communicate / Check Introduction 114
Chapter 17:
The Power of Clarity: Understanding, Humility, and the Curse of Knowledge 115
Chapter 18:
What You See Isn’t Always What You Get! Good Research, Bad Research and the Art of Really
Listening to Feedback 126
Chapter 19:
Will They Pay? The Question Too Many People Forget to Ask 135
Chapter 20:
Shoot Your Puppies and Move On: Why Killing Ideas Is as Important as Building New Ideas and
How To Do It 143
Chapter 21:
Communicate / Check Conclusion. Make It Clear: See if They Want It and Will Pay. Then Decide
To Kill or Continue 151
PART 5: SYSTEMATICALLY IMPROVE 153
Chapter 22:
Systems Introduction 154
Chapter 23:
Uncertainty and the Fear of Losing: How to Change Your Mindset To Focus on Winning 155
Chapter 24:
Systems Thinking and Profound Innovation: Getting to the Heart of Innovation 163
Chapter 25:
One Thing at a Time: Using Focus and Sequentiality To Avoid “Monkey Brain” Innovation 173
Chapter 26:
Bullets First, Then Cannonballs: The Secrets of a Learning Organization 182
Chapter 27:
Systems Conclusion 190
PART 6: CONCLUSION 193
Chapter 28:
Bringing It All Together: Using Behavioral Science and a ­
Habit-Building Approach To Deliver
Sustainable Innovation 194
APPENDIX. THE ABCS OF INNOVATION VERSUS DESIGN SPRINTS 209
FURTHER READING 210
ABOUT THE AUTHORS 215
CO-CREATORS.
IT TAKES A VILLAGE 228

4. TOOLS
www.tiny.cc/M-build-template
Communicate/check
www.tiny.cc/M-cc-template
Systematically improve
www.tiny.cc/M-systems-template
Habit building
www.tiny.cc/M-habits-template

5. 223
CO-CREATORS.
IT TAKES A VILLAGE
The hardest part of writing this book and the courses that go with it was not finding more to say and share, but to clarify
and simplify. All the people that follow helped.
Aayan Chaudha
Abhinav Paitandy
Achal Gotadke
Adam Billing
Adam Malofsky
Adam Thurland
Adnan Siddiqui
Adriaan Theys
Adrian King
Aernout Van Heusden
Agnis Stibe
Ajit Paul
Akash Roy
Albert Montagut
Alex Booth
Alex Danci
Alex Dantart
Alexander Phimister
Allisha Ali
Amanjot Singh
Amisse Amisse
Anas Kahn
Andre Ferreira
Andreas Smedt
Andrej Berlin
Andrej Ktitarev
Angel Natalia
Angelia Kocic
Angelique Slob
Anne-Sophie Rycek
Antoine Claret
Antonio Sendi
Anushka Saini
Arjan Groen
Arne Smolders
Arunkumar Krishnakumar
Arusha Khan
Bao Nguyen
Barbara De Roos
Barry Wilson
Bart Wybouw
Benoit Gailly
Bert Hendrickx
Bert Wassenhove
Berta Krohnert
Bethany Nichols
Bhakti Khopade
Bharat Sarollia
Bikash Dahal
Blanca Vergara
Breght Boschker
Brett Trusko
Bruno Delepierre
Bruno D’Hulster
Bruno Pešec
Caio Vinchi
Carlo Rivis
Carlos Solana Fraile
Carlos Valenzuela
Carol Wong
Charles Umeh
Charlie Garland
Chie Sato
Chioma Azionu
Chris Deloof
Christian Gleich
Chungjin Chung
Cipriano Moneta
Cristina Imre
Damien Bertrand
Dan Keldsen
Daniel Abah
Daniel Brassnyo
Daniel Isler
Darsan Babu
Dave Lukas
David Chislett
David Griesbach
David Higham
David Ngo
Debayan Kole
Deep Parekh
Dennis Van Der Spoel
Devansh Acharya
Diana Liu
Dick Lafever
Diego De La Vega
Diego Zuluaga
Digant Dave
Dimitrios Spiliopoulos
Dimonekene Ditutala
Dipayan Chowdhury
Dipen Bakraniya
Dirck Seynaeve
Dirk Ortloff
Dirk Stevens
Dishty Anand
Divya Kabra
Dominique Baekelandt
Donald Henzi
Doug Hall
Douglas Gouveia
Edith Lecomte Norrant
Edmond Idokoko
Edna K Madyopa
Edna Madyopa
Elaine Campbell
Elina Jutelyte
Elodie Jouny-Rivier
Emmanuel Mossay
Enolia Foti
Epi Ludvik
Eric Patel
Erwin Van Waeleghem
Estacio Buchuo
Etienne Verbist
Fabrizio Conicella
Fadi Ali
Fereshteh Barei
Fieke Sluijs
Filip Hendrickx
Florian Bohnert
Forrist Lytehaause
Francis Laleman
Franck Vinchon
Frank Cooler
Frank Mattes
Freddy Nurski
Frederic Martin
Fritz Seidel
Gaber Marolt
Gabor Burt
Gabriela Negut
Gailly Benoit
Gautam Mishra
Geert Egghe
George Kolostoumpis
Georgia Burrows
Gerry Poppe
Gert Gijbels
Gijs Bilsen
Gokul Alex
Gokul Eswar
Govind
Greet Dekocker
Guy Mertens
Guy Powell
Gwenamouthuy
Gwenn Sonck
Hafeez Chaudhary
Haibo Lin
Hajati Wieferink
Hans Tjolle
Harke Pera
Harold Roegiers
Hazem Abolrous
Helder Filipe
Helge Christie
Henriette Schoen

6. 224
Horacio Mayorca
Hyder Kahn
Iain Acton
Iain Bitran
Ian Coombe
Ignacio Bruvera
Igor Volovich
Ilse Bracke
Ingrid Walry
Ismail Akbani
Iva Matasic
Iwo Szapar
Jan Kristof Arndt
Jana Kulhankova
Jaroslav Dokoupil
Jean De Mussy
Jean-Michel Niamkey
Jef Staes
Jeff Rabkin
Jenine Lurie
Jeroen Vandevelde
Jigar Chhadwa
Jo Detavernier
Jo Pannecoucke
João Roberto Serrão Costa
John Greca
John Jeffers
John Lynch
John Metselaar
John Nemo
Johnny Waterschoot
Jon Obermeyer
Jordone Massey
Jörg Reckhenrich
Jose Martinez
Juan Orozco
Julio Bragado
Julio Carazo
Jurgen De Smet
Juriaan Karsten
Justine Pogroske
Kamlesh Pande
Kanika Singal
Karen Green
Karin Wiberg
Karina Jensen
Karl Ortenburg
Kate Hammer
Katja Tschimmel
Keith Helfrich
Keith Honwin
Kim Buch-Madsen
Kirsten Van Engelenburg
Kristina Bruun-Nyzell
Laiakini Waqanisau
Lamiae Benhayoun
Lamyaa El Bassiti
Lana Jelenjev
Langdon Morris
Larry Minsky
Lars Lin
Leonardo Habegger
Liesbeth Declercq
Lokesh Venkataswamy
Lorna Howarth
Louis Schorlemer
Luc Bossaert
Lucas Sauberschwarz
Luciana Bento Praxedes
Luis Claudio Frade
Luis Lissimo
Luke Marusiak
Lysander Weiss
Maggie Nichols
Marc Vallhonesta
Margriet Buseman
Marianne Garreyn
Mark Garner
Mark Proffitt
Marta Roff
Martin Gaedt
Martin Gallardo
Martin Stillman-Jones
Matthew Croker
Michael Gregory
Michael Roos
Michael Scott
Mike Oren
Mila Bozic
Mitchelle Rosales
Miten Shah
Muhammad Owais Awan
Nainika Babbar
Nedeljko Milosavljevic
Neha Mishra
Neville Gaunt
Nicholas Goubert
Nicola Mezzetti
Nicolas Deturck
Nikunj Gupta
Nikunj Mehta
Oliver Durrer
Oriol Bes
Oscar Alonso
Oswaldo Da Costa E Silva
Otto Schwarz
Pablo Hernando
Pablo Olivera Brizzio
Pankaj Mehta
Paolo Manes
Papa Balla Ndong
Parth Arora
Pascal Dehenain
Patricia Jan
Patrick Crasson
Patrik Ekstrand
Paul Den Brande
Paul Epping
Paul Fioravanti
Pearling Lim
Perry Knoppert
Peter De Bilt
Peter Deckers
Peter Delva
Peter Flentov
Philippe Ruttens
Pieter Dubois
Prashant Kumar Singh
Preetam Ceng Miet Cmgr Fcmi
Prem Kumar Khullar
Radina Nedyalkova
Raf Stevens
Raju John
Raquel Campos
Reinhard Ematinger
Ricardo Ampudia
Ricardo Martins
Rich Robinson
Richard Tierney
Rima Al Hasan
Riya Jain
Rob Marchant
Robert Skrobe
Robyn Mussler
Roger Coninck
Rohan Pal
Ronny Verswijvel
Ross Chapman
Ruhi Tyagi
Rui Massungo
Russell Ward
Ruth Webster
Ruthwik Kumar
Ruthwik Vasista
Ruvimbo Katuruza
Sabyasachi Ghosh Dastidar
Salim Ismail
Sally Eaves
Samir Rouabhi
Sandeep Wankhade
Sandra Coumans
Sanmitra Chitte
Sarah Nethan
Sean Tyne
Sebastian Matoso
Serge Znu
Sergio Pereira
Sergio Zimba
Shakshi Singh
Shanta Yapa
Shayne Smart
Shivam Bhan
Shoaib Khan
Shreyas Patil
Siddharth Agarwal
Simon Dufaur
Simon Harding
Simon Vanhoucke
Simran Ajwani
Sophie Benoit
Sorin Matei
Srinivas Peri
Stefaan Bonte
Stefan Jaecklin
Stefan Kohn
Stefano Marchese
Stephane Rycek
Stephanos Eapen
Steve Rosvold

7. 225
Steve Sponseller
Steven Blieck
Stijn Janssen
Stoyan Yankov
Subashree Anandraj
Sudipa Majumdar
Sunit Chaudhari
Surya Pasricha
Susanne Roelofsen
Tanishk Kabir
Tendayi Viki
Thomas Adalbert
Thomas Hsain
Tibo Cassady
Tiffine Wang
Tom Capiau
Tom Husson
Tony De Bree
Tracy Cockcroft
Urs Rothmayr
Ursula Teubert
Vasco Patrício
Vincent Herbstreit
Vishruti Singh
Vladimir Petrov
Wade Milek
Wassim Essebane
Wayne Fisher
William Deckers
Wouter Foulon
Yashraj Sah
Yuri Kruman
Zoe Cassady
Thank you !
I am sure I missed more than one person in this list. If I missed you, let me know and I will put you in the next
edition.