'The Innovation Expedition: A Visual Toolkit to Start Innovation' is a book by Gijs van Wulfen provides a clear blueprint utilizing the creative picture of historical journeys, drawing counterparts with the articles on Roald Amundsen, Neil Armstrong, Ferdinand Magellan, Charles Darwin and among others. Innovation is very critical to every establishment, but an anticipated 80 percent of all projects on innovation does not get through to the market at all (Van Wulfen, 2013). They get lost in the long and challenging expedition. The book provides answers which may bridge the gap that has been existing before. The book contains 37 tools and methods, 21 charts, a dozen checklist and five major cases discussed.
Gijs van Wulfun began the FORTH innovation technique to come up with new products. He was a resource at Ernst and Young Consulting as well as Croon Strategy and Management Category. He also authored the Dutch book called 'Creating New Products.' He occupied the second position in the Top 40 global bloggers as nominated by Linkedin (Van Wulfen, 2013). The heroic attempts depicted in the book were successful since they had a feeling of urgency, taking risks, embracing new technology, cooperation, and tenacity. They were keen on proper preparation, had alternative programs and were empathetic at the same time. For instance, Magellan encountered Malay interpreters on his trip. Amundsen learns Eskimo wilderness methods before getting to the South Pole. Hilary strove hard to stand above fear and solitude. In fact, effective innovators are enthusiastic about being at the top (Torres-Padilla, 2015). Therefore, they are fascinated about long journeys, are exposed to high risk, are thorough in their search, explore greater sources of passion sometimes extending to when they were children, and can cultivate a narrow sense of focus.
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The book also is resourceful in recognizing the basis of innovation techniques do not succeed, like underutilizing customers, unable to leave old ideas, and concentrating only on a single idea. There are instances also when innovation may not really be needful, for instances, when one is not optimistic about market changes, not having a new vision for the organization (Van Wulfen, 2013). Obstacles to innovation come up from organization culture to uncertainty, market fear, flooding/ underutilization of ideas and inadequate talent. An organization culture may present a roadblock to innovation because of lack of the ability to change, not being as inquisitive as possible, and myopic mindset (Torres-Padilla, 2015). The authors also outline unsuccessful innovations realized by some companies. For instance, Sony Betamax, Microsoft Zune, Harley Davidson perfume, and Apple Newton have failed. On the other hand, some innovations come up as accidents such as pacemaker, plastics, cornflakes, saccharine, Coke and penicillin.
The author has instituted an innovative technique that takes about five months, called the FORTH (Van Wulfen, 2013). The FORTH has five phases namely Full steam ahead, Observe and learn, Raise ideas, Test ideas, Homecoming. The author also has documented details and instructions on how to spearhead workshops, creative seminars and the dimension and size of the needed teams; besides the speculated results, possible risks and deliverables. A lot of these innovation seminars and sessions will need the utilization of competent facilitators, particularly if outsiders are creative and full of insights (Taskin, 2018). Instructors are supposed to have attitudes of enthusiasm, focused tendencies, appreciate every participant and utilize creativeness. Idea toolkits can comprise energizers, selection filters, quizzes to brainstorm the people, and among others (Van Wulfen, 2013). Gijs encourages innovators to come up with methods of categorizing clients in better ways like starter, decider, purchaser, user, light or heavy user, and ex-user.
In conclusion, this is a comprehensive guideline to innovation processes in an entity. Startup organizations and existing market leaders can maximally utilize it. The framework is visually enriched and extensive for successful browsing. The workshops and layout can be relied upon to develop innovative steps in an organization.
References
Taskin, E. (2018). Clarification of Creative Innovation Components in Management.
Torres-Padilla, A., Gonzalez-Nakazawa, R., Phaal, R., & Probert, D. (2015). A HIGH IMPACT FRAMEWORK FOR ACCELERATING INNOVATION.
Van Wulfen, F. (2013). The Innovation Expedition: A Visual Toolkit to Start Innovation.
