The Innovator's Method

Acknowledgments

Nathan Furr

For almost a decade, I’ve had a deep suspicion that we might not really understand how to manage the uncertainty of innovation. While everything I learned at business school was highly relevant to the relative certainty of capturing value, I began to wonder if traditional management might not work so well given the relative uncertainty of creating value. My suspicion grew during my time at Stanford, as I watched the design school being formed at the same time as the Lean Startup movement gathered near-religious fervor among entrepreneurs who were also angry about the failure of the methods they had learned in business school. I found it stunning that in most academic entrepreneurship texts, there was plenty of information ...