Serious Play: How the World's Best Companies Simulate to Innovate by Michael Schrage

Serious Play : How the World's Best Companies Simulate to Innovate
Michael Schrage

Format: Hardcover, 244pp.
ISBN: 9780875848143
Publisher: Harvard Business School Press
Pub. Date: December 1999

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Description and Reviews
From The Publisher:

Successful innovation demands more than a good strategic plan; it requires creative improvisation. Much of the "serious play" that leads to breakthrough innovations is increasingly linked to experiments with models, prototypes, and simulations. As digital technology makes prototyping more cost-effective, serious play will soon lie at the heart of all innovation strategies, influencing how businesses define themselves and their markets.

Author Michael Schrage is one of today's most widely recognized experts on the relationship between technology and work. His trenchant, witty columns and bestselling books on innovation are read-and used-by managers and technologists alike. In Serious Play, Schrage argues that the real value in building models comes less from the help they offer with troubleshooting and problem solving than from the insights they reveal about the organization itself. Technological models can actually change us-improving the way we communicate, collaborate, learn, and innovate.

With real-world examples and engaging anecdotes, Schrage shows how companies such as Disney, Microsoft, Boeing, IDEO, and DaimlerChrysler use serious play with modeling technologies to facilitate the collaborative interactions that lead to innovation. A user's guide included with the book helps readers apply many of the innovation practices profiled throughout. A landmark book by one of the most perceptive voices in the field of innovation, Serious Play will earn an important place on the bookshelves of every forward-looking business manager.

About the Author

Michael D. Schrage is a research associate at the MIT Media Lab, A Merrill Lynch Forum Innovation Fellow and a columnist for Fortune magazine.

Table of Contents

Preface

Overview

Part I: Getting Real

1 The New Economics of Innovation

2 A Spreadsheet Way of Knowledge

3 Productive Waste

4 Measuring Prototyping Paybacks

Part II: Model Behavior

5 Our Models, Ourselves

6 Preparing for Surprise

7 Perils of Pathological Prototyping

Part III: Capturing the Value of Innovation

8 An Interaction Way of Knowledge

9 Evolving with Our Prototypes

User's Guide

Bibliography

Index

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