1st Edition

Winning Innovation
How Innovation Excellence Propels an Industry Icon Toward Sustained Prosperity

  • Available for pre-order. Item will ship after March 9, 2022
ISBN 9781032139890
March 9, 2022 Forthcoming by Productivity Press
352 Pages 14 B/W Illustrations

USD $49.95

Prices & shipping based on shipping country


Book Description

Testa Della Corsa, an Italian bicycle company, makes the best racing bikes in the world. But after decades of market dominance, competitors have brought the industry leader back to the peloton. The company’s second-generation owner longs for retirement, but a tired product lineup is pushing down profits and the firm’s market value will never support his ride into the sunset. The flawed but beloved owner seeks out the counsel of an old friend and successful businessman, who steers him toward a fast and remarkable transformation, one fueled by a relentless focus on innovation excellence. An engaging business novel, Winning Innovation dives into the art and science of innovation; the thrills of the European bike-racing circuit; the vibrant landscape and cuisine of Italy; and a cast of intriguing characters who work to put Testa on the road to sustained prosperity. The company’s leader isn’t afraid to learn and apply new ideas to re-energize his company and finds he cares more about his employees than he could ever imagine. A young innovator struggles to see a product idea to fruition as well as rise into management — and he falls in love along the way. A newly promoted R&D director brings teamwork and transparency to product development and aligns the entire company around innovation. With the help of a seasoned and persistent change agent, in just a year Testa deploys a well-defined and -sequenced transformation — a complete and seamless process that can be replicated and scaled by most companies. The leader engages associates in pursuit of the right vision and strategy, candidly supporting them all as they unleash their creative sparks, work through personality conflicts, and take on real-world challenges faced by companies every day. They learn and apply traditional R&D principles in new ways (e.g., cost of delay, sprints, fail fast, late start) and successfully leverage emerging innovation and change-management principles (e.g., idea-creation events, knowledge management, workplace humility, visual management, lean project management). And an aligned, three-phase innovation process — from idea creation to technology development and product design — provides the innovation infrastructure the company needs for revenue creation and success beyond racing bikes. From a top-heavy organization dominated by power struggles and fingerpointing emerges a new Testa Della Corsa — a flattened, innovative company with: • Clear vision and endorsed goals and strategy • Speed, responsiveness, and agility • Widespread, successful creativity • Collaboration and teamwork • Superior risk management • Respect for people • Unquestionable ethics • Changed leadership and associate behaviors • Project management excellence, and • Rapid problem-solving and experimentation. Not just the story of an R&D transformation, Winning Innovation illustrates a companywide transformation of a magnitude that only superior R&D can make possible. It may well be the first book to chronologically introduce the principles for a complete innovation excellence transformation along with the parallel people transformation that is necessary for real change to occur. The end result for Testa Della Corsa is a dominant new culture based on respect and humility; highly efficient processes that will deliver a wealth of innovations, sales, and profits for many years to come; and an owner who leaves a bright future for the people and company he’s known and loved his entire life.

Table of Contents

Table of Contents


Foreword x

Acknowledgments x

Authors x

Introduction x

1. Chain Reaction x

2. Junior’s Sicilian Dream x

3. From Mind to Lab x

4. Riding an Idea x

5. Innovation Excellence Begins x

6. 100 Ideas x

7. Challenging Changes and Chains x

8. Lost in the Shadows x

9. Seeing Is Believing x

10. New Way of Working x

11. A New Organization x

12. New R&D Culture Emerges x

13. New Organization, New Goals, New Direction x

14. A New Approach to R&D x

15. New Davanti and R&D Strategies x

16. Transformation Metrics x

17. New R&D Function Takes Shape x

18. Bikes without Wheels x

19. Davanti at the Tour x

20. The Product Creation Process x

21. Davanti Ramps Back Up x

22. Transparency Comes to Davanti x

23. New Ideas and New Revenues x

24. New Ways of Leading and Managing x

25. Davanti Starts to Look Lean x

26. Davanti Innovations Pick Up Speed x

27. R&D Strategy, Metrics, and Huddles x

28. Results to Celebrate x

29. New Year for a New Davanti x

30. Calling 118 x

31. Do the Right Thing x

32. Features of Failure x

33. Mo, Marie, and Leonardo x

34. Davanti for Sale x

35. Davanti Ever After x

Index x

View More



Norbert Majerus -- Beginning in 2005, Norbert implemented a principles-based lean product development process at the three global innovation centers of The Goodyear Tire & Rubber Company. For more than a decade he was Goodyear’s lean champion in research and development. In 2016, Norbert published his first book, Lean-Driven Innovation, which received the Shingo Research Award. Also in 2016, with Norbert’s guidance the Goodyear R&D organization applied for and received the AME Excellence Award. Norbert, born and raised in Luxembourg, has a Master’s degree in Chemistry from the Universitaet des Saarlandes, Saarbruecken, Germany, and worked most of the disciplines in the Goodyear innovation centers in Luxembourg and Akron. Norbert has taught workshops and has given keynotes at many conferences in the United States and other countries. Since retiring from Goodyear in 2017, he continues to share his extensive lean expertise via Norbert Majerus consulting. He is a Shingo Academy Fellow, an AME assessor and serves on the board of LPPDE (Lean Product and Process Development Exchange). George Taninecz has been studying and writing about process improvement for 30 years. He has authored articles and white papers for leading lean organizations — the Lean Enterprise Institute, Catalysis, Value Capture — and supported many of the world’s leading lean thinkers as a book editor and/or project manager. Many of the books on which Taninecz has worked have won a Shingo Award, most recently Lean-Driven Innovation by Norbert Majerus. Taninecz’s background includes a decade at IndustryWeek magazine. During his tenure as the magazine’s managing editor, he was a director of America’s Best Plants program and launched numerous research initiatives for publication. After leaving IndustryWeek, he worked in knowledge development at McKinsey & Company as a communication specialist in the firm’s manufacturing practice. In 2003, Taninecz founded George Taninecz Inc. and works with clients to develop books, white papers, executive summaries, and articles on lean thinking and process improvement. Since 2003, Taninecz also has served as the Vice President of Research at The MPI Group, where he develops research, benchmarking, and maturity-model tools and oversees the creation of thought leadership in a range of formats that explore industry trends and issues, management strategies, and principles, and operations practices and processes.