Turning Ideas into Dollars

Andrew and Sirkin offer a step-by-step program for upper-level executives. Organized like a consultant's presentation—the authors are, after all, senior vice-presidents and directors at BCG—their advice is easy to grasp. . . The authors' main point is never to forget that innovation is only a means to make money. There are indirect benefits from innovation, of course, such as boosting morale and enhancing brand image. But unless innovation equals profits, it's not worth it. . . Based on its own cost curve, however, the book should put readers ahead. The up-front investment is minimal, and there's little time expended from start to finish. There's also ample payback inbeing reminded that innovation is likely to be no more of a fix-all than management fads of the past.