Book Review: Outside Innovation

In the channel, we often talk about finding the next big thing, the innovation that will propel our sales and profits. Too often, though, solution providers think in terms of the next product to come out of some back-office R&D lab. In "Outside Innovation: How Your Customers Will Co-Design Your Company's Future," Patricia B. Seybold argues that companies should seek innovation by actively engaging and bringing their customers into the product development process.

Talking to customers isn't a novel concept. But Seybold argues that companies should work with their customers to design products and processes; allow them to troubleshoot peer problems, break solutions and modify products to meet their needs; and provide them with the tools to design solutions that use your expertise.

For solution providers, Seybold's ideas change the meaning of value, which the solution provider and customer provide--a symbiotic relationship whereby both earn mutual success through collaboration and cooperation. Not a bad concept.

"Outside Innovation" uses numerous real-world examples. At times, the book reads like a commercial for Seybold's consulting services, but it's a small price to pay for Seybold's insight and guidance.