Ten Rules for Strategic Innovators

Vijay Govindarajan, Chris Trimble

How can a company test new, unproven answers to who its customer is and what it offers, without its core business smothering the test?

At a glance

You will learn the three questions of strategy any innovation can change: customer, value offered, and delivery
You will understand why a new venture must break from its parent's norms, since talking differently is not acting differently
You will treat a new venture's plan as a theory to test and refine through trial and error, not a forecast to defend