--- product_id: 4297095 title: "The Innovator's Solution: Creating and Sustaining Successful Growth" price: "€ 62.32" currency: EUR in_stock: true reviews_count: 8 url: https://www.desertcart.gr/products/4297095-the-innovators-solution-creating-and-sustaining-successful-growth store_origin: GR region: Greece --- # The Innovator's Solution: Creating and Sustaining Successful Growth **Price:** € 62.32 **Availability:** ✅ In Stock ## Quick Answers - **What is this?** The Innovator's Solution: Creating and Sustaining Successful Growth - **How much does it cost?** € 62.32 with free shipping - **Is it available?** Yes, in stock and ready to ship - **Where can I buy it?** [www.desertcart.gr](https://www.desertcart.gr/products/4297095-the-innovators-solution-creating-and-sustaining-successful-growth) ## Best For - Customers looking for quality international products ## Why This Product - Free international shipping included - Worldwide delivery with tracking - 15-day hassle-free returns ## Description desertcart.com: The Innovator's Solution: Creating and Sustaining Successful Growth: 9781422196571: Christensen, Clayton M., Raynor, Michael E.: Books Review: Fascinating book that every product marketing professional should read - This is turning common marketing and product development wisdom on its head. The basic idea is that you should not follow the masses, go with the flow or to look at previous successes to define your future products and services. Instead look at how people use products and services in their every day life and develop something that will do it better (cheaper, faster, more pleasant). I loved the airport example about the smart phone...for years we're sold that we need to bring all the office applications onto the berries and PDAs (think Word, Excel, PowerPoint)...your office away from office for all these road warriors. Well it turns out, people don't really care to do office work while on the road. When they have 5-10 minutes to kill at the airport people (when not talking on the phone) like to read the paper, play games, browse through magazines, check sports and stocks online and watch TV. So your competition is not the desktop applications but the newspapers, TV and the entertainment. Voila, need to figure out how to bring that onto the berries/PDA instead of how to cram rich SW apps on the screen. Another great example was the smoothie cafe. The owners tried all the usual marketing techniques (discounts, different flavors, names) to increase sales to no success. Then they analyzed for a whole week how people use their product. They find out in the morning most people bought a smoothie as a better on-the-go breakfast alternative (coffee was not fulfilling, bananas were messy, doughnuts were less healthy, sandwiches hard to maneuver while driving etc). In the afternoon moms with kids were most of the customers. They bought a smoothie to give a healthier, more fulfilling and cheaper snack to the kids. So the owners adjusted the product to these 2 main uses instead of one universal change across the board. The book teaches you a new way to look at competition and what you need to innovate against: Stop looking at your direct competitors to think about innovation (if we had that feature as they did, if we had more widgets, more colors, more sizes...) instead ask yourself if people are not buying this kind of product / service, then what are they doing today to fulfill the need? And so that is your real competition. Sometimes they do nothing in which case you have a virgin territory to explore. The book warns the change is not easy and in fact is susceptible to lot of push back. There are suggestions and practical examples on how to start implementing this new thinking in the organization. If anything the book it's a very refreshing look on the strategic planning required to building new products and services. Definitely a great discussion point. Review: Built and successfully sold a company by following the principles in this book - On the advice of a friend, I purchased this book back at the end of 2003. I read and studied everything, including the many valuable footnotes and excerpts at the end of each chapter. I highlighted the points and case studies that impressed me and made notes in the back pages as ideas came to me while reading it. Following the principles I learned in the book, I started an eLearning company with a friend in the beginning of 2004. I had no experience in the eLearning area, but I knew what disruptive principles I wanted to implement. We built software that was for companies to quickly and easily create and track their own online training and at a disruptive cost. Our system didn't have all the bells and whistles of the competition, but we weren't targeting the top of the market, we wanted to enter at the bottom--where competitors weren't paying attention or cared, just like the other disruptive innovations cited in the book. Following the book, our product was affordable, simple, easy-to-use, and addressed the basic needs of customers. We eliminated all the sales barriers, contracts, etc. and focused on building loyalty through value. Over time, we went up the ladder in the market and sold our affordable service into divisions within Fortune 500 companies, knocking out the competition but staying true to the disruptive innovation principles. The company was sold in 2007 for $6 million. Was this book worth the $20 or so that I paid for it? Absolutely. It's full of great material and thinking. Now that I've got the urge to start another company I'm reviewing it again, just for good measure. The principles in it are just as important as they were when I first read it. ## Technical Specifications | Specification | Value | |---------------|-------| | Best Sellers Rank | #565,956 in Books ( See Top 100 in Books ) #428 in Strategic Business Planning #964 in Business Management (Books) #1,119 in Systems & Planning | | Customer Reviews | 4.5 4.5 out of 5 stars (756) | | Dimensions | 6.75 x 1.25 x 9.75 inches | | Edition | 1st | | ISBN-10 | 1422196577 | | ISBN-13 | 978-1422196571 | | Item Weight | 1.22 pounds | | Language | English | | Part of series | The Innovator's Dilemma Series | | Print length | 320 pages | | Publication date | November 19, 2013 | | Publisher | Harvard Business Review Press | ## Images ![The Innovator's Solution: Creating and Sustaining Successful Growth - Image 1](https://m.media-amazon.com/images/I/71PoYga+qwL.jpg) ![The Innovator's Solution: Creating and Sustaining Successful Growth - Image 2](https://m.media-amazon.com/images/I/51F53iC+1YL.jpg) ## Customer Reviews ### ⭐⭐⭐⭐⭐ Fascinating book that every product marketing professional should read *by E***T on May 7, 2009* This is turning common marketing and product development wisdom on its head. The basic idea is that you should not follow the masses, go with the flow or to look at previous successes to define your future products and services. Instead look at how people use products and services in their every day life and develop something that will do it better (cheaper, faster, more pleasant). I loved the airport example about the smart phone...for years we're sold that we need to bring all the office applications onto the berries and PDAs (think Word, Excel, PowerPoint)...your office away from office for all these road warriors. Well it turns out, people don't really care to do office work while on the road. When they have 5-10 minutes to kill at the airport people (when not talking on the phone) like to read the paper, play games, browse through magazines, check sports and stocks online and watch TV. So your competition is not the desktop applications but the newspapers, TV and the entertainment. Voila, need to figure out how to bring that onto the berries/PDA instead of how to cram rich SW apps on the screen. Another great example was the smoothie cafe. The owners tried all the usual marketing techniques (discounts, different flavors, names) to increase sales to no success. Then they analyzed for a whole week how people use their product. They find out in the morning most people bought a smoothie as a better on-the-go breakfast alternative (coffee was not fulfilling, bananas were messy, doughnuts were less healthy, sandwiches hard to maneuver while driving etc). In the afternoon moms with kids were most of the customers. They bought a smoothie to give a healthier, more fulfilling and cheaper snack to the kids. So the owners adjusted the product to these 2 main uses instead of one universal change across the board. The book teaches you a new way to look at competition and what you need to innovate against: Stop looking at your direct competitors to think about innovation (if we had that feature as they did, if we had more widgets, more colors, more sizes...) instead ask yourself if people are not buying this kind of product / service, then what are they doing today to fulfill the need? And so that is your real competition. Sometimes they do nothing in which case you have a virgin territory to explore. The book warns the change is not easy and in fact is susceptible to lot of push back. There are suggestions and practical examples on how to start implementing this new thinking in the organization. If anything the book it's a very refreshing look on the strategic planning required to building new products and services. Definitely a great discussion point. ### ⭐⭐⭐⭐⭐ Built and successfully sold a company by following the principles in this book *by _***_ on February 4, 2011* On the advice of a friend, I purchased this book back at the end of 2003. I read and studied everything, including the many valuable footnotes and excerpts at the end of each chapter. I highlighted the points and case studies that impressed me and made notes in the back pages as ideas came to me while reading it. Following the principles I learned in the book, I started an eLearning company with a friend in the beginning of 2004. I had no experience in the eLearning area, but I knew what disruptive principles I wanted to implement. We built software that was for companies to quickly and easily create and track their own online training and at a disruptive cost. Our system didn't have all the bells and whistles of the competition, but we weren't targeting the top of the market, we wanted to enter at the bottom--where competitors weren't paying attention or cared, just like the other disruptive innovations cited in the book. Following the book, our product was affordable, simple, easy-to-use, and addressed the basic needs of customers. We eliminated all the sales barriers, contracts, etc. and focused on building loyalty through value. Over time, we went up the ladder in the market and sold our affordable service into divisions within Fortune 500 companies, knocking out the competition but staying true to the disruptive innovation principles. The company was sold in 2007 for $6 million. Was this book worth the $20 or so that I paid for it? Absolutely. It's full of great material and thinking. Now that I've got the urge to start another company I'm reviewing it again, just for good measure. The principles in it are just as important as they were when I first read it. ### ⭐⭐⭐⭐ Excellent input for growth management and margin optimalization *by J***T on April 6, 2014* The book repeats most everything from the "Dilemma" book and, unless readers want some interesting historical examples, there is no need to read the first. The most suitable prerequisites and circumstances for hatching successful disruptive businesses are explained in detail. These are suggested as the main route to predictable growth for existing and new companies. The book is quite repetitive and I suspect it to somewhat oversimplify complex issues, also using a scientific language while offering theories that aren't really proven. However the ideas presented and the clearly structured content convincingly offer the reader insights into margin fluctuations in the value network and the logic of growth. You quickly get used to the author calling him selves "we", like if the book was actually a scientific publication. Highly recommended, also if you have already read the "Dilemma" book. ## Frequently Bought Together - The Innovator's Solution: Creating and Sustaining Successful Growth - The Innovator's Dilemma: When New Technologies Cause Great Firms to Fail (Management of Innovation and Change) - The Innovator's DNA: Mastering the Five Skills of Disruptive Innovators --- ## Why Shop on Desertcart? - 🛒 **Trusted by 1.3+ Million Shoppers** — Serving international shoppers since 2016 - 🌍 **Shop Globally** — Access 737+ million products across 21 categories - 💰 **No Hidden Fees** — All customs, duties, and taxes included in the price - 🔄 **15-Day Free Returns** — Hassle-free returns (30 days for PRO members) - 🔒 **Secure Payments** — Trusted payment options with buyer protection - ⭐ **TrustPilot Rated 4.5/5** — Based on 8,000+ happy customer reviews **Shop now:** [https://www.desertcart.gr/products/4297095-the-innovators-solution-creating-and-sustaining-successful-growth](https://www.desertcart.gr/products/4297095-the-innovators-solution-creating-and-sustaining-successful-growth) --- *Product available on Desertcart Greece* *Store origin: GR* *Last updated: 2026-05-28*