EXCERPTS FROM THE BOOK “GREAT BY CHOICE”

EXCERPTS FROM THE BOOK “GREAT BY CHOICE”

Lesson 2: You should only innovate when the evidence supports it.

Great companies are innovative, but not just for the sake of being innovative.

You don’t see Apple throwing new products on the market every other week, There’s a reason for that.

Jim Collins calls it firing bullets first, then cannonballs.

Back in 2001, Apple released the first iPod, but it wasn’t the iPod you know today. It was a field test, and you can see that in the fact that it was only Mac-compatible.

Low risk, low cost, and it didn’t distract them too much from working on their computers. When Mac users liked it, they shot another bullet at them: iTunes.

Giving users an option to download their music legally and cheaply directly to their iPod provided another piece of evidence.

Only when both test runs were successful did Apple open up and come out with iTunes and iPod for non-Mac computers a year later.

That’s evidence-based innovation and that’s what you should practice.

…to be continued

Written by:

1,038 Posts

View All Posts
Follow Me :