1st Edition

Cracking the Innovation Code How To Unlock The True Potential of Your Business To Grow Through New Products

By Andy Wynn Copyright 2021
    188 Pages
    by Routledge

    188 Pages
    by Routledge

    Author Dr Andy Wynn, along with contributions from leaders of some of the biggest companies on the planet (including DuPont, 3M, Johnson Matthey and Imerys), finally reveals the secret of how you can unlock the potential in your business to grow.

    In the follow up to his book Transforming Technology into Profit, Andy takes you on a journey that explains how the organisation and culture within your business impact your company’s ability to innovate.

    Using his "Three Tiers of Successful Innovation", Andy reveals how to clearly identify what aspects of your business are holding back growth and how to use that information to transform your business into one that facilitates growth by revitalising the structure and culture of your business to focus employee behaviours on adding profitable new revenue streams.

    Part sequel and part companion volume to his previous book, Andy finally "cracks the code" on how to unleash your business’ ability to create and successfully commercialise new products.

    Written in the author’s trademark conversational style, Cracking the Innovation Code offers a refreshingly practical and real-world view, written by someone who has been there and done it, and enhanced by valuable case studies and contributions from numerous senior executives who have made life-long careers out of leading innovation, and with a passion for leading industrial manufacturing businesses.


    1. Innovation Matters, so why do Businesses Struggle with it?

    2. The Innovation Journey

    3. Technical Successes, Commercial Failures

    4. The Three Tiers of Successful Innovation

    5. Your Own Competing Organisations

    6. How to Identify the Barriers Holding Back Innovation

    7. Unlocking your Growth Potential

    8. Conclusion – A Conversation with Maurits van Tol


    Andy Wynn is the former CTO at a billion-dollar multinational manufacturer, with over 30 years’ experience of delivering business growth through new technologies, all over the world. He is the founder of TTIP Consulting, the Strategic Innovation Company, and author of the books Transforming Technology into Profit and The Biggest City You’ve Never Heard Of.

    ‘‘Part memoir and lessons learned, part ‘how to’ guide. In Cracking the Innovation Code, Andy Wynn, provides a framework to identifying and resolving the ‘internal factors’ holding your organization back from realizing maximum revenue growth from R&D investments. A cross functional view is taken from idea generation through commercialization of new products. It will be the first book I hand to new leaders so that they can take a short cut to what took me 20 years to learn.’’ - Philip Clark, Global Technical Director, Automotive and Aerospace Division, 3M

    ‘’Most books in this space only focus on the theories behind innovation, or how to generate new ideas, but don’t address the practical realities of how to actually ensure the continuous delivery of innovation in a business. This book states clearly what the challenges are and how to overcome them.’’
    - Maurits van Tol, Chief Technology Officer, Johnson Matthey plc

    ‘’The author’s latest book is once again a pragmatic reinforcement that successful businesses not only foster a culture of innovation, but also have strong processes and checks in place to ensure successful new product development and deployment. A great read.’’ - Dominic Greensmith, President of Advanced Technology Group, DPS Engineering.

    "There are so many books on innovation out there it’s confusing where to start, Cracking the Innovation Code sweeps all that aside and tells you like it is, no fancy jargon, no ‘get rich quick’ schemes, just practical business truths. Refreshing to see some honesty in this genre for a change.’’ - Robert Park, Managing Director, TPPS Investment Casting Ltd

    "Whether you are a business leader or a technologist, Dr Wynn explains clearly how to navigate the complex world of innovation to generate real results." - Peter Davies, Chief Executive, James Lister & Sons Limited 

    "Cracking the Innovation Code is a practical guide for the way companies should look at how to grow their business. This book is about putting all the theory you read about into practice, in the real world, and it works!’’ - Mike Murray, Chief Technology Officer, The Vita Group