New ideas are tough to implement in an environment where people believe that their current business model (with their resulting operating model) is economically sound. New ideas are tough to implement when the dogma in an industry has been embedded in “best practice”. New ideas are tough to implement when people do not share those ideas with the right people. New ideas are tough; because they are new.
You need a portfolio view of ideas and shape a clear path to profit, while trying to figure out what the impact on the business will be. This portfolio view will assist you in prioritizing your dominant ideas. Bringing a multi dimensional thinking pattern together will assist your teams in shaping all the new ideas in the context of your intended future. As soon as we see risk in doing anything new our behaviors start shifting. These shifts separate the great from the good.
The book outlines a portfolio view of how ideas really evolve and develop in the social organization in relation to the formal organization. It also shows how this can be used to externalize these processes through “open innovation” and “social based innovation” approaches.