Why Innovation Fails: Hard-Won Lessons for Business

The internet bubble spawned hundreds of innovative business ideas that subsequently crashed and burned, sending huge amounts of investors' money up in smoke. History is similarly littered with examples of seemingly brilliant innovations that fell flat on their faces. But why does innovation fail, and what can we learn from this failure? With insights from psychologists and researchers, marketeers and inventors -- plus real-life case studies and examples -- this compelling book explores the many reasons why innovation fails, and succeeds. From consumer apathy to media hype, from poor research to plain bad thinking and bad ideas, Why Innovation Fails highlights the potential pitfalls, encouraging you to challenge prevailing assumptions and behaviours and ask the difficult questions that can make the difference between success and failure. Book jacket.