Series Foreword ix
Introduction xi
I Charting a Course
1 The Opportunity Paradox: How Can Organizations Capture New Opportunities Most Effectively? 3
2 Parallel Play: Why the Usual Rules of Competition and Strategy Don’t Apply in Emerging Industries and Product Categories 19
II Navigating the Path
3 Defer to or Ignore the Data? How Setting Aside Data (Selectively) Can Enable Pathbreaking Innovations 33
4 Crowd Sequencing: How to Accelerate Innovation and Address Uncertainty 45
5 Rational Heuristics: The “Simple Rules” That Leaders Use to Simplify Complexity 57
III Engaging with Stakeholders
6 Framing Innovations Effectively: Making the New Familiar, Then Novel 73
7 Product versus Purpose: A Productive Tension on the Path to Building Brand Advantage 83
8 When It’s Time to Pivot, What’s Your Story? How to Sell Stakeholders on a New Strategy 99
Conclusion: From Impossible Trade-Offs to Productive Tensions 111
On Theory and Methodology 127
Notes 129
Index 149