Larry Keeley, Helen Walters, Ryan Pikkel, Brian Quinn

Ten Types of Innovation: The Discipline of Building Breakthroughs

Ten Types of Innovation by Larry Keeley, Helen Walters, Ryan Pikkel, Brian Quinn

Ten Types of Innovation aims to outline principles to help bring about meaningful and sustainable growth for your organization.

Using a list of more than 2,000 successful innovations, including Cirque du Soleil, early IBM mainframes, the Ford Model-T, and many more, the authors applied a proprietary algorithm and determined ten meaningful groupings—the Ten Types of Innovation—that provided insight into innovation. The Ten Types of Innovation explores these insights to diagnose patterns of innovation within industries, to identify innovation opportunities, and to evaluate how firms are performing against competitors.

Profit Model

  • How the organization turns its value into profit.


  • The value that is created by working with others.


  • How you organize the talent and assets within your company.


  • How a company goes about producing its products and services - its core operations.

Product Performance

  • The quality, feature set, capability of a firm's products.

Product System

  • How you create additional value by adding other firms’ products and services to yours, or how you combine multiple products to create significantly more value.


  • How you make your product easier to use, more enjoyable, or get better value from.


  • How you connect with your customer. It differs from Network, in that it’s not about whom you work with to make those connections, but more about the ways in which you connect.


  • Your brand can be a powerful innovation in itself, it can represent the values you stand for, or a simple but big idea that resonates with customers.

Customer Engagement

  • How you understand and then leverage the desires and needs of your customers.

The Ten Types of Innovation concept has influenced thousands of executives and companies around the world since its discovery in 1998. The Ten Types of Innovation is the first book explaining how to implement these strategies.