How any leader can deliver business-changing innovation now.
Any leader in any size company, no matter the size or sector, feels the pressure to innovate, find new ideas and business models, and create enduring customer value. There is no one formula or set process to find and execute the ideas that achieve these goals; customers set moving targets, shareholders are unforgiving and demanding, and society expects companies to care about much more than the bottom line.
The fast and furious forces of change stimulated by technology, demographics, lifestyles, and economic, environmental, political and regulatory impacts -- or any number of these in combination – are easy to see. They are easy to talk about. They are easy to intellectualize. The problem? The answers are hard to execute and require nuanced combinations of leadership, skills, strategy and tactics. On top of that, innovation has moved from an abstraction that will matter at some distant date to a front-and-center deliverable that must show evidence of impact in the space of the calendar quarter.
In the stories, tools, techniques and advice inside The Change Maker’s Playbook, leaders will find tangible steps to find and safeguard the plans that will deliver the sustainable business-changing impacts – new customers, new relationships, new sources of value and growth— their businesses need.
Separated from the pack of academic and consultant innovation theories, Radin’s approach stems from her own experience sitting in the innovation hot seat at some of the world’s most demanding companies and is bolstered by interviews with 50 corporate executives, founders and startup investors representing media, e-commerce, payments, healthcare, government, professional services, and not-for-profit sectors.
The book walks readers through Radin’s adaptive, 9-part framework, engaging them in ready-to-apply techniques. Her work shows leaders how to find the big ideas that will meaningfully address customer needs, take the insight from idea through implementation in a way that delivers in the short and long-term for the organization, and lead effectively through the obstacles that tend to derail or diminish innovation. Three phases – Seeking, Seeding and Scaling – organize the framework within an intuitive, logical and useable format, with concrete actions outlined every step of the way.
The answer to the dilemma every business faces today is that innovation is exhilarating, rewarding and even fun when it is approached as a unique challenge, but it can also be polarizing, unpredictable, and scary. Success requires that leaders rethink how they lead innovation. Leaders know they must set aside preconceived notions of what works, and look to those who have already walked in their shoes. This is why The Change Maker’s Playbook was written, and why it will become an ongoing resource for any innovation leader.
Table of Contents:
Foreword The Change Maker’s Framework (image) Introduction
Chapter 1: Discovering Real Problems That Matter
Chapter 2: Purpose, Passion, Promise and Positioning
Amy J. Radin is a nationally recognized Fortune 100 Chief Marketing and Innovation Officer, advisor and investor, board member, and thought leader on how to deliver innovation for sustainable, business-changing impact. She has been at the forefront of rewiring brands for growth, and now applies her expertise working with executives to reduce the uncertainty, ambiguity and uncertainty, and realize the benefits of innovation. She built a track record of success moving ideas to performance at Citi, American Express, E*TRADE and AXA. The Change Maker's Playbook: How to Seek, Seed and Scale Innovation in Any Company is Amy's first book and captures her field-tested experience as the top executive accountable for achieving innovation results under varied, complex and rapidly changing conditions. Amy is a graduate of The Wharton School and Wesleyan University. She serves on the Board of the AICPA where she is advising on marketing strategy and the impact of technology and workforce disruption on accounting and financial advisory services for 650,000 member professionals across the globe. She established and sponsors an annual social impact fellowship at the NYU Stern Graduate School of Business, benefitting students, not-for-profits and government agencies in the New York metro community for over a decade.
As a fellow changemaker, I've long admired Amy Radin's impact and resilience. In The Change Maker's Playbook, she offers a practical guide to getting to the other side of change in a way that creates value and meaning. An important resource for anyone looking to innovate better.
– Beth Comstock, author Imagine It Forward, and former Vice Chair, GE
“What businesses need today is change makers: driven leaders who turn market disruption into innovation opportunities, creating real impact and value. If you’re up for this, Amy Radin’s fearlessly focused and practical book is your next must-read.”
– David Rogers, Columbia Business School faculty and best-selling author of The Digital Transformation Playbook
“Seek. Seed. Scale. Amy Radin’s formula for innovation is uncommonly clear. The true lesson woven throughout the book is that it all begins and ends with culture, an important lesson for organizations of every size.”
– Ajay Banga, President and Chief Executive Officer, Mastercard
“Innovation is clearly a MUST but never comes easily. Thanks to The Change Maker’s Playbook, we now have a practical, actionable guide to help tackle the non-negotiable task of delivering value through innovation.”
– Emma Weisberg, Head of Global Business Marketing, Waze
“This book has become my team’s manifesto. Radin inspires you to keep the momentum while laying out the steps to move through the inevitable resistance you’ll face. This is the book for teams with a bold agenda.”
– Dave Edelman, Chief Marketing Officer, Aetna
“An indispensable guide for marketers and those who want to truly deliver better products and experiences for their customers, not just talk about it. In her accessible and relatable way, Radin lays out the path for finding and delivering innovation essential to brand impact.”
– Lewis Gersh, Founder and CEO, PebblePost
“So much of innovation focuses on developing and testing breakthrough ideas. Yet, the vast majority of these ideas fail to be adopted. Amy Radin not only focuses on the generation of innovative ideas (seeking), but also the process of shepherding those ideas through organizational hurdles (seeding), and become drivers of real organizational performance (scaling). Executives who find themselves in an increasingly fast-paced and unpredictable world would be well advised to seek counsel in The Change Maker’s Playbook.”
– Michael Wade, Cisco Chair in Digital Business Transformation, Professor of Innovation and Strategy, IMD
Radin’s Seek, Seed, Scale framework should be in the workspace of any leader who wants to create sustainable franchises and shape the future (and not be undone by the forces at play in today’s world).