Osborne, Larry. Innovation’s Dirty Little Secret: Why Serial Innovators Succeed Where Others Fail. Grand Rapids: Zondervan, 2013. Kindle Electronic Edition.
Chapter 5, “Beyond Avant-Garde: If It Doesn’t Make a Difference, It’s Not an Innovation” (Loc. 404-492)
Osborne considers that the environmental culture has a great deal to do with the success or failure of innovations. He moves into a discussion of his definition of innovation. In this book, “An idea, to qualify as a genuine innovation must (1) work in the real world, and (2) be widely adopted within a particular organization or industry or in the marketplace” (Loc. 413). Having many ideas is not necessarily important. Having the right idea, in the right place, at the right time is very important. Osborne compares the QWERTY and DVORAK keyboards as an example of an invention which doesn’t necessarily win the market. This, he says, is the difference between an artist and a leader (Loc. 457). The creativity of an artist is rarely the same as innovation as defined by Osborne. It is the innovator who is more likely to succeed.