Abstract
OVERVIEW:When most people think of innovation they think huge—lightbulb or Internet huge. While we'd all love to be a part of something that transforms the world, the fact is, few of us will have that chance. That doesn't mean remarkable innovation is beyond reach—far from it. Based on over five decades of combined experience in the innovation trenches and research into more than 50 companies around the globe, we introduce a new model that portrays innovation as a multilevel construct. In this model, innovation is organized into four levels: transformational, category, marketplace, and operational. Each level offers tremendous opportunities to revolutionize an industry, a market, or the company itself. In addition, we introduce the concept of “cascading,” the phenomenon by which one innovation inspires ideas for others in a natural progression. Adopting the multilevel view of innovation can help develop a blueprint for building the ultimate innovation team—one that is cross-functional, collaborative, and focused on sustainable growth.
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