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The Innovator's Manifesto: Deliberate Disruption for Transformational Growth Hardcover – August 9, 2011

by Michael Raynor (Author)
3.9 3.9 out of 5 stars 28 ratings
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In this compelling new book, Michael E. Raynor, coauthor of the national bestseller The Innovator’s Solution, shows that Disruption, Clayton M. Christensen’s landmark theory that explains how fringe ideas come to redefine entire markets, not only explains why new businesses emerge and mature companies fall – it actually helps to predict the future success of new ventures more accurately.  Raynor’s groundbreaking research, and deeper understanding of the mechanisms and drivers of Disruption make this approach to innovation more powerful and more useful than ever.
 
Despite the groaning shelves of books offering advice on innovation, most managers continue to struggle to create the profitable growth their companies need.  The reason?  The vast majority of management theories base their prescriptions on explanations of the past.  When it comes to predicting successful innovation, a willingness to apply the empirical and theoretical rigor of the scientific method to prove what will work in the real world has been notable by its absence.
 
Until now. 
 
In the Innovator’s Manifesto, Michael E. Raynor, a director at Deloitte Consulting, LLP., coauthor of The Innovator’s Solution, and author of The Strategy Paradox, shows how Disruption theory can help managers more accurately predict which businesses will survive – and which will die.  In fact, Raynor argues that Disruption theory is the only theory which has been statistically proven to be an effective predictive tool. 
 
The book draws on the research of the New Business Initiatives (NBI) group at Intel, analyzing forty-eight new ventures that NBI researched, scrutinized, and ultimately funded.  The group’s success rate was comparable to venture capitalists throughout the industry – roughly 10 percent.  However, when the principles of Disruption theory were applied to these forty-eight funded ventures in controlled experiments, the subjects’ accuracy rates improved significantly – by almost 40 percent.  Raynor replicated these experiments with over 300 MBA students at schools in the United States and Canada, including Harvard, with even more impressive results:  systematic improvements in predictive accuracy of up to 50 percent.  In other words, not only is disruption effective, it can be readily and successfully taught and applied.

The Innovator’s Manifesto is the most significant advance in our understanding of the mechanisms and implications of Disruption theory since Christensen’s seminal 1997 work, The Innovator’s Dilemma.  For the first time disruption theory has been shown to give managers and investors effective tools they can use in their efforts to create the success they seek.

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  1. Print length
    256 pages
  2. Language
    English
  3. Publisher
    Crown Business
  4. Publication date
    August 9, 2011
  5. Dimensions
    5.77 x 1 x 8.53 inches
  6. ISBN-10
    0385531664
  7. ISBN-13
    978-0385531665
  8. See all details
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Editorial Reviews

About the Author

Michael E. Raynor is a director at Deloitte Consulting LLP, where he works with clients in just about every industry, exploring the challenges of corporate strategy, innovation and growth. He has also been one of Deloitte’s most sought-after and requested speakers. Michael is the coauthor, with Clayton Christensen, of the bestselling book The Innovator's Solution, and the author of the critically acclaimed The Strategy Paradox, one of BusinessWeek’s 10 Best Business Books of 2007. His third book, The Innovator's Manifesto, has already garnered much attention from the media, including a review from the Financial Times that calls him "one of the most articulate and interesting of the strategists," and being ranked in Inc.Magazine/800-CEO-Read's September 2011 Top 25 Business Book Bestseller list. He lives with his family in Ontario, Canada.

Product details

  • Publisher ‏ : ‎ Crown Business; First Edition (August 9, 2011)
  • Language ‏ : ‎ English
  • Hardcover ‏ : ‎ 256 pages
  • ISBN-10 ‏ : ‎ 0385531664
  • ISBN-13 ‏ : ‎ 978-0385531665
  • Item Weight ‏ : ‎ 14.1 ounces
  • Dimensions ‏ : ‎ 5.77 x 1 x 8.53 inches
  • Customer Reviews:
    3.9 3.9 out of 5 stars 28 ratings

About the author

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Michael E. Raynor

Michael E. Raynor

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Dr. Michael E. Raynor is a director at Deloitte Services LP. In his research and client work he explores corporate strategy, innovation, and growth across a wide variety of industries. Michael is co-author with Professor Clayton M. Christensen of The Innovator's Solution, which was on The Wall Street Journal and The New York Times bestseller lists, and sole author of The Strategy Paradox, named by BloombergBusinessWeek one of the year’s 10 best business books in 2007, and The Innovator's Manifesto, released in 2011, when the Financial Times called Raynor "one of the most articulate and interesting of…strategists.”

His most recent book, The Three Rules: How Exceptional Companies Think, co-authored with Mumtaz Ahmed, provides a rigorous, practical way for companies of all types to dramatically improve their chances of success.

Customer reviews

3.9 out of 5 stars
3.9 out of 5
28 global ratings

Top reviews from the United States

PK
5.0 out of 5 stars Just one of the most valuable business books ever
Reviewed in the United States on September 15, 2011
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This book is so easy to read, that I found it hard to believe it was written by Michael ;-)
Seriously, one of the best books on innovation and strategy that have been written so far: includes workable recommendations based on a sound theory that was actually tested with scientific rigour.
5 people found this helpful
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Simon van Wyk
4.0 out of 5 stars Great read, useful starter book
Reviewed in the United States on October 23, 2015
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This is a good book. It's well written and is full of interesting facts and anecdotes. It does provide useful help and advice to someone looking to innovate or drive a more innovative program in their business. In man ways it's one of the better, more readable books in the genre but only if you get to it first. I've read a lot of these recently and they start to say the same thing and I felt this fell into that category. So had I read it before the others I'd be saying brilliant book, easy to read, useful and worth the money.
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AKG
3.0 out of 5 stars Three Stars
Reviewed in the United States on August 4, 2015
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Book could be summarized in one small chart early in the book. Still worth it for that chart.
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Robert Morris
5.0 out of 5 stars How and why disruption "provides an explanation of creative creation"
Reviewed in the United States on August 10, 2011
Frankly, I was unable to fully understand (much less appreciate) the significance of what Joseph A. Schumpeter shares in his masterwork, Capitalism, Socialism and Democracy, when I first read it in 1975. Only much later, after several re-readings, have I begun to "get it" in terms of what "creative destruction" is and isn't. I mention all this by way of introducing my gratitude to Michael E. Raynor for what I have learned from him in The Innovator's Manifesto as well as from books written or co-authored by Clayton Christensen, who wrote the Foreword to this book. For me, one of the most valuable "lessons" is that "creative destruction" is the means and "creative creation" is the ultimate objective. Whereas Charles Darwin explains evolution as a process of natural adaptation and elimination, what Raynor examines in this book are deliberate efforts to survive and then thrive. He asserts, and I agree, that "deliberate disruption" is the key to "transformational growth" by both individuals and organizations.

As he explains, "The first objective of this book is to demonstrate that Disruption has true [begin italics] predictive power [end italics]...Second, I will make the case for Disruption's unique and superior [begin italics] explanatory power [end italics]...Finally, I will offer some thoughts on how one can go about [begin italics] applying [end italics] these concepts to greatest effect at the least expense." Raynor carefully organizes and then presents his material as follows:

In Part I: Prediction (Chapters 1-2), Raynor describes the design and results of carefully controlled experiments testing "the predictive power of Disruption's central claims" while explaining why, for a theory that seeks our allegiance, "there must be evidence that it improves our ability to predict future outcomes."

In Part II: Explanation (In Chapters 3-5), he makes the case for "generalizing beyond the experimental sample and suggests that Disruption can be used to do more than merely `pick a winner,'" although that is obviously a substantial benefit.

And in Part III: Application (Chapters 6-8), he discusses how and why non-Disruptive innovations can succeed and some revolutionize an industry; then in the final chapter, takes a process perspective on the application of Disruption. By now, Raynor has made a compelling case for the unique power of deliberate Disruption, explaining how it fully utilizes creative destruction to achieve creative creation, "the how, if, when, and how long of the kinds of innovations that have repeatedly remade the economic landscape in the service of the general weal."
24 people found this helpful
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Anon
2.0 out of 5 stars Very interesting read, but extremely weak scientific methodology
Reviewed in the United States on July 13, 2020
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I was really excited to read this book. I have read about disruptive innovation, and the idea of using it in a scientific way in order to predict results really resonates with me. I read the first part (a real pleasure to read by the way) and was both disappointed and astonished at the flaw with the scientific methodology. Let me stress that there are some inherent difficulties in such studies, like the sample size, how the data was summarised, and so on, that I won't go into. The author also clearly discusses these. Before beginning, let me also stress that I am a computer scientist and not an economist. As such, maybe I have completely misunderstood something. If that is the case, my deepest apologies to the author.

To my understanding there are two major flaws in the book's methodology. The first is fundamental and is what astonished me. The hypothesis being checked is that there are 4 important combinations: (1) sustaining innovation by an incumbent, (2) sustaining innovation by an entrant, (3) disruptive innovation with autonomy, and (4) disruptive innovation without autonomy. Then, the theory says that (1) and (3) will be successful and (2) and (4) will not. Indeed, this was very convincingly "proven" on the data set. However, there were NO companies in the sample that met category (3) (and only two companies that met category (4)). Thus, the only conclusion that I think one can draw is that sustaining innovation by an incumbent is a good predictor of success and sustaining innovation by an entrant is a good predictor of failure. This is important, but says nothing at all about whether or not disruptive innovation by an entrant has a good chance of success.

It's important for me to stress that the author is up front about the limitations of the study, and that this doesn't mean that disruption is everything. Furthermore, the author explicitly states what I have written above, at the end of Appendix A (after reading Chapter 2, I searched and found that the author does recognise this.) However, the conclusion by the author that this makes the study not perfect but still valid and indicative is extremely surprising to me. I truly do not think this is the case.

The second flaw is that the text gives the impression that the study was repeated with MBA students in order to show that given some lessons in disruptive innovation, they would improve their predictive ability. However, the repetition used the same data as the initial study. It is true that different people assessed the data, but it was the same data set. This is extremely problematic from a scientific point of view. Although I appreciate that such data is hard to come by, there are a lot of venture capital investors that would have similar data. Would none of them be willing to participate in such research? Maybe the author tried; I don't know.

It is important to stress again that this does not invalidate disruptive innovation in any way, shape or form. It also does not mean that nothing can be learned from the book. However, the book's main claim to fame - that it moves disruptive innovation from an art to a science - is fundamentally flawed to the best of my understanding.
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Top reviews from other countries

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Manageris
4.0 out of 5 stars Créer des ruptures
Reviewed in France on November 16, 2012
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Dans cet ouvrage, Michael Raynor, directeur au sein du cabinet de conseil Deloitte, propose une avancée significative à partir des travaux de Clayton M. Christensen sur l’innovation de rupture. Le bestseller de ce dernier, The Innovator’s Dilemma, avait décortiqué de façon limpide le mécanisme de l’innovation de rupture : celle par laquelle une entreprise pénètre sur un marché en ciblant un segment jugé peu attractif par les leaders, puis améliore sensiblement son offre d’une façon que ceux-ci ne sauraient imiter. Finalement, la rupture survient au moment où l’entreprise innovatrice domine le marché, dont elle a changé les règles.

Le propos de l’auteur est ici que la théorie de la rupture permet d’accroître la précision des prévisions sur la performance future des entreprises et de leurs différentes activités. Lesquelles sont amenées à survivre ? Lesquelles disparaîtront ? Analyser son marché au prisme de cette théorie peut se révéler très éclairant. L’auteur approfondit aussi les mécanismes de montée en gamme qui permettent aux innovations de rupture de toucher progressivement un public élargi jusqu’à bouleverser l’ensemble du marché.

Une alerte précieuse pour l’entreprise qui connaît le succès et souhaite le voir perdurer. Et une mine de conseils pour quiconque souhaite contribuer à créer les marchés de demain.
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Bondi_Dan
3.0 out of 5 stars Yes and No
Reviewed in the United Kingdom on August 8, 2016
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From the start the Author compartmentalizes types of innovation and their chance of success, and there is value in the early part of the book.

Ultimately this guy wanted to publish a 200 page book and the second half of the book is weak.
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