Defining innovation as a system of "co-creating with your customers and your fellow employees," he goes on to present, in this sprightly little handbook brimming with wisdom and energy, ideas on how business enterprises can spur innovation--co-creation, that is. This book is divided into four sections that correspond to the four basic spheres of a business "ecosystem": the employer's particular company "team," the pursuits of the company itself, the customer, and the nature of the company culture. These obviously are the primary arenas in which companies should concentrate their innovation practices. In the ideal situation, which Winsor guides the reader toward understanding, the best innovative inspirations of all four areas are integrated into one great innovative performance. Profiles of especially innovative business thinkers are included, as practical guidance, and feature Matt Jacobsen of Quicksilver, Mike Parker of Nike, and Christine Halvorson of Stonyfield Farms. A book bound to generate plenty of spark.
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