The Innovators DNA: the Core of Product Management

I recently finished the Innovators DNA by Jeff Dyer, Hal Gregersen and Clayton Christensen for the second time. It’s highlighted, underlined and notes jammed into corners and sticky notes everywhere. As someone whose been a contributor, leader and consultant in product management and product marketing for over two decades, I found it to be the capstone to the Innovators Dilemma and Innovators Solution, although they stand on their own merits. It is a must read for product management, innovators and organizations of every kind.

I’d especially recommend it to those who work and contribute in organizations where innovation is misunderstood, misaligned and misfires and where senior management brushes it aside as a passing fad, a marketing gimmick or something to pacify investors or shareholders.

What’s so special about The Innovators DNA? The book is a culmination of research and a discovery process along with relevant stories and references that product innovators, entrepreneurs and organizations can use and apply to surface, validate and incite disruptive nature or innovation.

The Innovators DNA shares early on, “Everyone knows that (Steve) Jobs is an innovative guy, that he knows how to think different. But the question is, just how does he do it?” The common answer is that “the ability to think creatively is genetic. Most of us believe that some people, like Jobs are simply born with great genes.”

However, the book shares and explores five (5) discovery skills that may be used by product leaders and organization to incite and infuse innovation. The skills include:

  • Associating
  • Questioning
  • Observing
  • Networking
  • Experimenting

I believe each of these five skills must be present within each product team, product leader, product owner or those infusing innovation into new ventures, existing markets or uncharted territory where a product, service or solution may emerge. While we may believe that some executive has ownership for this, such as the founder, a CTO, an entrepreneurial executive or others, the DNA has to reside and be visible in product management and product marketing.

Too often product leaders find themselves believing they are innovators, when in fact as the book shares, “business schools teach people how to be deliverers, not innovators.”  While delivering is a key aspect and result of innovation, it is not innovation.

It’s my goal to write a series of post aligning the exceptional work of the book and bring product leadership new ways to think and act as you surface, obtain and refine an innovators DNA. So, stay tuned and look for more over the coming weeks. If you have thoughts or ideas on the topics, please send them too me. Please share this via Twitter New post, The Innovators DNA: the Core of Product Management by @jim_holland http://wp.me/pqeWU-nz #prodmgmt  or via LinkedIn The Innovators DNA: the Core  of  Product Management http://wp.me/pqeWU-nz 

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