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Enjoy
Patty's storytelling.
This book tells the stories of dozens of outside innovation pioneers:

  • BBC
  • Charles Schwab
  • Cisco
  • Flickr
  • GE
  • Hallmark
  • Karmaloop
  • Koko Fitness
  • Kraft
  • LEGO
  • Mozilla
  • National Instruments
  • Snap-On
  • Staples
  • Unilever
  • Zopa
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    “There are lots of books about innovation lining the shelves, but this is the only one that chronicles and synthesizes the current best practices in customer-led innovation along with practical and actionable take-aways.”
    -Patty Seybold


     Outside Innovation
    How Your Customers will Co-Design Your Company’s Future

    About the book.

    The faster and better a company innovates, the more likely it is to remain the leader and to set the new rules for others to follow. But the innovation game is changing dramatically. Companies no longer win by hiring the smartest engineers and scientists—they win by engaging the smartest customers. The companies that create from the outside in do a better job of attracting potential customers than companies that don’t.

    Drawing from dozens of stories of outside innovation pioneers, this book shows how to win the innovation wars:
    • Find lead users in an industry and commercialize their inventions.
    • Engage with your most visionary customers to co-design new products and new processes.
    • Enable customers to trouble-shoot each others’ problems, hack solutions, and modify and extend your company’s products to meet their needs.
    • Provide innovation toolkits to customers to design very specific solutions for themselves—customized solutions that leverage your firm’s deep domain expertise.
    • Encourage customers to “strut their stuff” by contributing their own insights. Nurture online customer communities. Allow customers to co-design your winning business strategy.

    Key principles of the book.

    What is outside innovation?
    It’s when customers lead the design of your business processes, products, services, and business models. It’s when customers roll up their sleeves to co-design products and your business. It’s when customers attract other customers to build a vital customer-centric ecosystem around your products and services. More.