the 4 lenses
of innovation

a power tool for creative thinking

rowan gibson

author of innovation to the core

Book cover 'The 4 lenses of innovation' by Rowan Gibson, Wiley

You too can have exceptional ideas.

Ever wondered where big, breakthrough ideas come from?
How do innovators manage to spot the opportunities for industry revolution that everyone seems to miss?

Contrary to popular belief, innovation is not some mystical art that's forbidden to mere mortals. The 4 Lenses of Innovation thoroughly debunks this pervasive myth by delivering what we've long been hoping for: the news that innovation is systematic, it's methodical, and we can all achieve it.

Use the same method as great innovators.

How could the world greatest innovators of all times - like Steve Jobs, Richard Branson, Jeff Bezos, and also Leonardo Da Vinci, Brunelleschi and many others - came up with their game-changing ideas? Rowan Gibson, world class innovation guru, answers this question and identifies four key business perspectives that will enable you to discover groundbreaking opportunities for innovation and growth.

Yellow sign 'Challenging Orthodoxies'

Challenging Orthodoxies

What if the dominant conventions in your field, market, or industry are outdated, unnecessary, or just plain wrong?

Green sign 'Harnessing Trends'

Harnessing Trends

Where are the shifts and discontinuities that will, now and in the future, provide the energy you need for a major leap forward?

Blue sign 'Leveraging Resources'

Leveraging Resources

How can you arrange existing skills and assets into new combinations that add up to more than the sum of their parts?

Red sign 'Understanding Needs'

Understanding Needs

What are the unmet needs and frustrations that everyone else is simply ignoring?

Read the free sample

In the free 26 pages sample, you will find the table of contents and an excerpt of part three of the book. This part introduces the second Lens of Innovation Harnessing Trends, and it will help you understand how innovators manage to see the future in the present. Read how the ripples on the surface of the present time will become the big waves of the future. The waves that you and your company will want to surf.

Reading the sample pages you will appreciate the full color illustrated layout, the quality and extreme care, and the many example of companies that surfed the waves of emerging trends to out-beat the competitors.

Read the sample now! No email or registration required.

Read the sample

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Why did Rowan Gibson write this book?
For many years, Rowan Gibson's customers have experienced the effectiveness of the 4 Lenses of Innovation. But there was no written manual, except for a chapter in his book Innovation to the Core.
So this book is born, out of more than 7 years of experience working with some of the world's leading companies on real businesses challenges.

Other books promise the keys to innovation - this one delivers them. With a unique full-color design, though-provoking examples, and features like the 8-Step Model for Building a Breakthrough, The four lenses of innovation will teach you how to reverse-engineer creative genius and make radical business innovation an everyday reality inside your organization.

Learn how to master Innovation!

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What others are saying about The four lenses of innovation:

Rowan Gibson portait

Rowan Gibson

Widely recognized as one of the world’s foremost thought leaders on business innovation, the media have labeled him “Mr. Innovation”, “the Innovation Grandmaster”, “the W. Edwards Deming of innovation”, and “a guru among the gurus”.

He is the internationally bestselling author of three major books on business strategy and innovation – Rethinking The Future (1996), Innovation to the Core (2008), and The Four Lenses of Innovation (2015) – which have been published to date in 25 languages.

Rowan Gibson is one of the world’s most in-demand public speakers. In just the last five years alone, he has delivered his keynote speeches, innovation masterclasses, and public seminars in 62 countries around the world.

Over the last two decades, Gibson’s international clients have included some of the world’s largest and most successful organizations. He teaches them how to seize new growth opportunities, create new markets and even transform entire industries by recalibrating their whole organizational system around the paradigm of innovation.

He has addressed a long list of major organizations, including Accenture, Bayer, British Telecom, Coca-Cola, Credit Suisse, Dow Chemicals, Generali Group, Haier, Heinz, Henkel, IBM, Mars, Microsoft, Philips, P&G, Roche, Siemens, Steelcase, Telefonica and Volkswagen.