<pre>Author/s : Clayton M. Christensen, et al Publisher : Harvard Business School Press Category :Other Review by : Valentin Crettaz Rating : 9 horseshoes</pre> Having innovative ideas is one thing. Developing, positioning and selling those innovations are completely different matters, which necessitate a sound and well-researched knowledge of the market. How many times have you told yourself "Wow, this is a great thing, I'm pretty sure people need that"? How many times have you realized that the idea you had was not the next big thing anymore because the market changed in unexpected ways and you were incapable of correctly interpreting those stimuli and adapting yourself?
In "Seeing what's next", the authors adopt a highly pragmatic approach and teach you how to use the theories of innovation for listening to the market and its actors in order to correctly interpret and capitalize on the signals it is sending. Using real-world case studies from five large industrial sectors, such as telecommunications and health care, they show you how to decorticate macro and micro facts that happened in the past in order to help you predict how your industry is expected to change in the future, how to come up with highly inventive business models and how you can make your pioneering company become tomorrow's market leader.
Small print for mystic readers: This book is based on sound scientific theories. It is not a crystal ball and it does not provide any stock buy/sell recommendations. This book will help you tune all your senses to the correct frequency for listening to market signals in a productive and static-less way.