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Jingdong book

最初一英里 从创意到创业 把创新想法变成伟大企业

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我非常喜欢这本书。斯科特为我们提供了一套行之有效的方法和原则,使我们可以判断一个毫不起眼的创意想法如何才能变为一家伟大的企业。这些方法和原则可以让创业者远离那些无用的战略,转而走上正确的方向。
——克雷顿·克里斯坦森,哈佛大学教授,《创新者的窘境》作者
把创意变成赚钱的商业模式,需要一个不断试错的过程,这其中极艰难的就是刚刚起步的“最初一英里”。而科学的创意管理方法可以让这个过程成本更低、效率更高。
《最初一英里》提供了一套测试、调整、评估创意想法的管理工具,让创意团队可以不断调整策略,高效率地抛弃错误的战略,低成本地不断试错,直至找到正确的方向。
《最初一英里》作者是克雷顿·克里斯坦森力推的创新管理专家,让创业者可以低成本试错的贴心工具箱,扫清创业起步时的动荡与混乱。
书后附有Innosight公司(克里斯坦森创办)的创意评估咨询工具。
Content Description

每天都有成千上万的创意产生,但终变成生意的却屈指可数。这其中的许多创意都是夭折在了“最初一英里”阶段。本书作者依托丰富的创新咨询和风险投资经验,开发了一整套低成本测试、评估和调整创意想法,直至形成商业模式的管理工具,让创业者可以剔除错误的战略,专注于真正重要的事。并且针对创业过程中可能出现的艰难困境,给出了非常务实又便于操作的解决方案。本书后还附有克里斯坦森创办的Innosight公司核心的创业咨询和评估工具。对于大公司内部的创新提出者以及个人创业者来说,本书都是一本非常有价值的科学创业管理指导手册。
Author Description

斯科特·安索尼,Innosight公司执行董事,公司亚太地区的业务开拓者和负责人。其在亚洲地区工作多年,与各国政府交往颇深,在医疗、电信、大众消费品和软件等行业做过多个创新与创业咨询项目。
Innosight公司为哈佛大学教授克里斯坦森创办,斯科特也是克里斯坦森十分欣赏的创意管理专家。
Catalogue

导言 零起步创业,你会遇到这些问题 / 1
科学方法和战略不确定性 / 9
“最初一英里”指南 / 16
上篇
创业起步管理工具箱
第一章 把你想做的事情落到纸面 / 23
起点:“最初一英里”的三要素 / 25
下一步:27 个创新问题 / 25
撷取工具 / 29
小心四种错误 / 36
第二章 评估你的创意想法 / 43
基于模式的分析 / 46
财务模型 / 49
角色扮演 / 65
第三章 聚焦你的创意想法 / 67
如何排出不确定性的优先等级 / 70
评估自信 / 70
评估影响力 / 78
成功的关键 / 82
第四章 测试、总结和调整你的创意 / 85
保持团队小而精 / 86
仔细设计测试 / 90
深入市场内部学习 / 93
尽量增强灵活性 / 94
品味意外 / 98
依据所学采取行动 / 100
AsiaCom 实验设计 / 102
第五章 创业之前,你需要做的十四件事 / 108
如果你有几个小时…… / 110
如果你有几天或几周时间…… / 124
如果你有几个月的时间…… / 131
下篇
创业起步时最难的事
第六章 创业初期的四大挑战 / 153
挑战#1:拐错弯 / 156
挑战#2:钱烧完了 / 159
挑战#3:选错了合伙人 / 164
挑战#4:发展失控 / 173
第七章 为你的创业战略建立一个支持系统 / 183
穿透“创新迷雾”的决策系统 / 184
鼓励聪明的冒险,但也不要过度惩罚失败 / 191
终止“僵尸项目”的项目脱离机制 / 194
连接外部专家、客户和员工的人际关系系统 / 200
最初一英里友好型系统的运转 / 205
第八章 在创业中树立领导力 / 210
寻求混沌 / 213
组建多元的创新内阁 / 215
学习新技能 / 219
后记
附录A Innosight 风投评估工具 / 225
创意评估 / 225
评估管理团队 / 227
评估盈利途径 / 229
附录B 创业初期的理性与偏执 / 231
Book Abstract

《最初一英里 从创意到创业 把创新想法变成伟大企业》:
基于模式的分析
泰德·威廉姆斯(Ted Williams)是最伟大的棒球击球手之一。他一生中34.4%的击球率在历史纪录中排名第七,而在1900年以后出生的球员当中,这一纪录是最高的。威廉姆斯曾经讲道:“棒球运动是唯一一种运动员尝试十次,成功三次,还被认为做得很好的运动。”事实上,这种对成功的描述还适用于其他任何一个需要运气和本领兼备才能有所收获的领域,迈克尔·莫布森(Michael Mauboussin)在这一领域有更加深入的研究(详细参见第七章),当然,这也包括创新领域。在这些领域的活动中,认识理解那些带有成功特性的模式和流程为我们提供了一些合理有效的标尺,使我们能够在没有详细数据的情况下也可以对长期的发展潜力作出判断。
如果放到创新的领域,这便意味着要参照着历史上的成功战略来评估我们尚未确定的创新策略。这一过程涉及大量主观判断,真希望存在一份针对创业的ISO 9001检查清单,它会全面细致地列出326项必备要素,只要做到了这些就可以创新成功!
依据我们的研究和实战经验,我们开发出了一套在选择投资对象时评估创意的工具(详见附录A)。它包括18个不同的方面,每一个方面都分为“差”“中等”和“优”三种评价等级。
该评估工具首先要评估的是创意的本质、精髓。其中包括最常见的方面,比如,是否存在真正的市场需求,针对这一需求是否有独特可行的解决方案,是否具备利润可观的经济模式等。除此之外,还有一些方面考察了该创意是否有明确的“立足点”,如何从该立足点拓展出去,以及如何降低创意的主要风险等(这几点将会在后续章节中深入讨论)。
其次要评估的是团队。有很多风险投资家会告诉你,他们更愿意投资一个有着二流创意的一流团队,而不是一个有着一流创意的二流团队。事实上从学术研究的建议来讲,选择产业或市场空间要比对选择团队更重要。但是毫无疑问,团队的质量和经验确实关系重大。
我们特别关注的是团队的两个方面。第一个方面是团队的相关经验。2007—2009年,Innosight的风投部门投资了各种不同的商业机会。这其中的大部分工作是由精明强干的业务通才们完成的,而他们中的很多人已经通过我们的咨询业务初获经验、初试牛刀。他们会给那些缺乏背景知识的精明商人提一些看上去很有意思的创意。比如,有一个创意是要建立一种新模式来改善印度的农业物流。这是个很大的难题,据专家估计大概有三分之一的水果和蔬菜是在效率低下的供应链中被糟蹋的。然而,随着团队的进一步挖掘,该创意却遭遇了路障,而这些障碍是那些有相关领域经验的人早就能够预测到的。正如一位团队成员讲道:“就算没有我们这个‘绝妙的’模式,人们也已经找到了这个问题的解决方案。”还有一个团队由两位分别来自美国和印尼的成员领导,他们尝试在印度打造分销业务。所有团队成员都精明强干、专注敬业,他们花了大量时间和资金想办法应对一些他们认定的挑战。但其实对那些有行业背景和市场经验的人来说,他们完全能够提前想到这些问题,所以从一开始就会避开这些挑战。过多的专业知识也未必是好事,但是到底该选择一个有专业技术的人,还是选择一个没什么特殊技能的通才,这是个要认真考虑的问题。
第二个重要的方面是要有一个有足够深度的团队。关于创新总是有这么一个神话,故事的主人公独自一人在昏暗的地下室或车库,点着蜡烛、冥思苦想,最终悟出了改变世界的大创意。而事实上,成功的创新需要一个优势互补的团队。如果一个团队缺乏群聚效应,那么成功的机会会变得越来越少(第六章还将深人讨论该话题)。
最后要评估的是盈利途径。有些公司希望能涉足复杂的商业生态系统,其中涉及各种不同的购买者、使用者、影响者、供应方,等等。对于这样的公司来说,这最后的评估尤为重要。在这样复杂的环境中,一定要确保不会有某个凶恶的手臂会扼住创意的喉咙。罗德·阿德纳(RodAdner)于2012年出版的《广角镜》(The Wide Lens)一书提供了一系列有用的工具,可以帮助那些在复杂环境中竞争的企业进行更加详细的分析。
每当我们考虑投资一个创意的时候,我们都会使用附录A中的评估表。这里没有什么内容是一个创意必须跨越的魔法门槛,评估的目的是帮助我们判定哪些方面需要更深入地研究,进而指导创意管理团队了解哪些活动应是他们下一步关注的重点。
……

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