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Foreword

Change rules today. A leader’s ability to navigate, manage, and lead change has never been more important, more powerful, and more urgently needed. Today, the leader who can best absorb, embrace, and ride ahead of the forces of change can transform markets, countries, and the world.

David Morey has written a must-read book. It is the battlefield manual for change leadership. It is the new primer for how to win.

Innovating Innovation builds on the guiding principles of Edison, Drucker, Jobs, and other breakthrough innovators and draws on David’s own work in guiding nineteen winning global presidential campaigns and advising some of the world’s top companies and business leaders. It builds on his underdog-insurgent model, developed with longtime business partner Scott Miller, and it evolves from his most recent work, Creating Business Magic, which leveraged and enhanced the strategies of magic with the principles of insurgency.

In the context of today’s remarkable change-fueled disruptive environment, innovation by legacy companies is almost invariably stalled, misfocused, or altogether absent. Typically, innovation is bureaucratized and given no more than lip service—though plenty of that. It is pursued via doomed approaches born of incumbency, anachronism, and defensive orientation. Too often, innovation doesn’t even get this far. It is never found, let alone harnessed. That is why innovation urgently needs reinvention. The concept itself needs a different, wider, more creative, more consumer-focused, and more pragmatic approach.

David argues that innovation is almost universally presented in overly narrow, technical, and backward-looking terms. It needs a new mental model, a wider scope, a broader grasp of human, perceptual, performance, marketing, creativity, and leadership factors, all of which must be unremittingly future-directed.

Innovating Innovation focuses sharply on the power of what David calls the “disruptive periphery,” which is pitted against the “bureaucratized center.” With unerring aim, David modernizes and synergizes the best of past innovation theories and practices, while adding his insurgent strategic and campaign-based model and blending in the unique creative problem-solving lessons he has honed not just as a top business and political consultant but as one of the world’s leading magicians. Innovating Innovation details a step-by-step pragmatic framework to apply every insight to what leaders and businesses do every day.

In this beautifully written book, David distills the potent discipline of disruptive insurgent marketing and creative problem solving into a hands-on primer of practical principles. They will enable you to succeed in the most opportunity-rich and threat-intensive business environment in history. It will help you win while having fun.

Yoram (Jerry) Wind

The Lauder Professor Emeritus

Professor of Marketing

The Wharton School

The University of Pennsylvania

Yoram (Jerry) Wind joined Wharton in 1967 with a doctorate from Stanford. He is the Lauder Professor Emeritus and Professor of marketing. Wind also founded the Wharton Think Tank: The SEI Center for Advanced Studies in management and ran it for three decades, co-founded The Interdisciplinary Center (IDC) Herzliya Israel and acts as chair of their higher academic committee. He has edited top marketing journals, published over three hundred articles, twenty-five books, and received the four major marketing awards: Buck Weaver, Parlin, Converse, and AMA/Irwin Distinguished Educator Award. Wind was one of the original Legends in Marketing, with an eight-volume anthology published by Sage in 2014. He has consulted with over one hundred companies, is a member of the executive committee of SEI, sits on the advisory boards of various companies and nonprofit organizations, and testifies in intellectual property cases. Wind is a trustee of the PMA and chairs their marketing advisory group. His current research explores marketing-driven business strategy, the Network Challenge; reinventing advertising; creativity and innovation; and challenging our mental models. He is a 2017 inductee into the Marketing Hall of Fame.