Success in Innovation

Success in Innovation, 1st Edition

Improving the Odds by Understanding the Factors for Unsuccess

Success in Innovation, 1st Edition,Jan Verloop,ISBN9780123978899






229 X 152

The book explains in a clear and concise way all issues in the innovation process , where things can easily go wrong and helps an innovator improve the chances for success.

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Key Features

  • Provides guidelines for assessing innovative ideas
  • Includes methods for valuing innovation
  • Discusses the danger points in the innovation process
  • Explains the planning and development processes
  • Includes innovation models
  • Discusses the methods for risk assessment


Success in Innovation tackles its subject from a novel perspective: instead of focusing on factors for success, it specifically examines the factors for failure. Similar books often attempt to stimulate more effort on innovation with success stories and methods. But innovation is risky business and most innovative ideas fail. By understanding the typical pitfalls and hurdles in the process, and how to avoid or manage them, readers can significantly improve their chances of success.

Success in Innovation is broad in scope and useful to managers, consultants, entrepreneurs, tech start-ups — anyone with a stake in new and powerful ideas, products, businesses, or methods. This book helps readers work smarter, not simply more.


Professionals in innovation such as consultants, innovation managers, entrepreneurs and techno-starters. The book should have global appeal and is not limited to a specific industry.

Jan Verloop

Jan Verloop is consultant in innovation. Besides innovation he has extensive experience in process and product R&D. He advises both start-up and multinationals in Europe, Asia, and America and has built up first-hand experience with successful and failed innovation projects. He is a non-executive director of Oxford Catalysts, a very successful start-up company which started in the cellars of Oxford University and now has facilities in the UK and the USA. He has lectured and advised on innovation in developing countries at major international conferences and smaller think-tanking sessions with heads of state and leaders in government and business.

Affiliations and Expertise

Consultant in Innovation, The Hague, The Netherlands

Success in Innovation, 1st Edition

  • Foreword
  • Acknowledgments
  • Introduction
  • Part I: The Innovation Process
    • 1. Insights in Innovation
      • 1.1 What is innovation
      • 1.2 The Bridge Model
      • 1.3 Chances of success
      • 1.4 The impact of innovation
      • 1.5 Innovation needs to be managed
    • 2. The Innovation Bridge
      • 2.1 Crossing the bridge
      • 2.2 Stage I — Creating the product and business concepts
      • 2.3 Stage II — Developing and demonstrating the product
      • 2.4 Stage III — Developing access to the supply chain
      • 2.5 Stage IV — Building the business
      • 2.6 Guarding the tollgates
    • 3. Building the Business
      • 3.1 The building blocks
      • 3.2 Strategic orientation
      • 3.3 Designing the business
      • 3.4 Project execution plan
      • 3.5 Financial planning
      • 3.6 Organizing the business
      • Summary I
  • Part II: Factors for Unsuccess
    • 4. Wrong Starts
      • 4.1 Solution looking for a problem
      • 4.2 Too much optimism
      • 4.3 Not the right entrepreneur
    • 5. Poor Execution
      • 5.1 Not managing risks
      • 5.2 Refinancing in the Valley
      • 5.3 Lacking key capabilities
      • 5.4 Losing the momentum
      • 5.5 Making wrong assessments
    • 6. Unhappy Endings
      • 6.1 Not keeping costs down
      • 6.2 Misinformation and deceit
      • 6.3 Bad luck
      • Summary II
  • Part III: Factors for Success
    • 7. Internal Factors
      • 7.1 Patents
      • 7.2 Investors
      • 7.3 Launching customer
      • 7.4 Strategic partners
      • 7.5 Advisors
      • 7.6 Timing
    • 8. External Factors
      • 8.1 Subsidy
      • 8.2 Standards
      • 8.3 Open innovation
      • 8.4 Sustainable innovation
      • 8.5 Innovation environment
      • 8.6 Serendipity
      • Summary III
  • Appendix
  • Option Value
  • Index

Quotes and reviews

"He concentrates here not so much on the creative process of coming up with an innovation, but on the necessary other elements, such as making sure there is financing and a sufficient market…ultimately the book has a positive message as it instructs the reader on how they are most likely to cross the ‘Valley of Death’ with a new innovation."--Reference & Research Book News, October 2013
"The single book I would recommend to high-tech start-ups" - Steven Bowns, Director Technology Futures
"The first book to explain the Valley of Death in financial terms" - Susan Robertson, CFO Oxford Catalysts

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