 .    Netflix, Amazon  Google
 

 

 . 


Top Business Awards
      ?    ?        .       ,       Netflix, Amazon  Google.   ,        .

     ,        .      ,   .





 ,  ,  

 .    Netflix, Amazon  Google



The Innovators Method: Bringing the Lean Startup into Your Organization

BY NATHAN FURR, JEFF DYER, CLAYTON M. CHRISTENSEN

Copyright 2014 Nathan Furr and Jeff Dyer

All rights reserved

   Harvard Business Review press (USA)     ()



 .  ., 2017

 .   , 2017


* * *







,            -, ,   .  -    6-   57- ,     ,     .      -  ,   1930- .         ,   1960-:    ,           頖  60  70.

   ,      ,   ,    6-  -.     ,    15 , .      ,    . , , ,     .   ?      ?         ,    ?

: .   ,    , ,     ,   ,     ,                23- ,       , ,            ,         .              , :  ,  .    ,  :   ,      ,   .              .

 1960-       ,        : ,          90,    - .          ,         - .

     ?  堖      .   - (   ),    ,      ,   ,    ,   .  蠖     ,    ,      ,   ,      ,      .    ,     ,         .

 ,     ,      ,       .     ,   .  ,     .          ,            ,     .    ,       ,      .

      ,     -      ,   ,      .          ,  ,           ,   . ,   (Steven Spear)    (Kent Bowen)         (Toyota Production System),    ࠖ     .            (       ,   Harvard Business Review, HBR),     ,        .     (The Anatomy of Peace)   (Terry Warner)          ,       .   (Edgar Schein)                  . ,   (Chet Huber)   :  , ,     OnStar (Detour: My Unexpected, Amazing, Life Changing Journey with OnStar). ,      General Motors,        .   ,   ,             ,  .

         ,      ,       ,  ,  ,  .

        .          ,          ,     ,       .  ,        ,       -   .            ,         .



 ,
  .  (Clayton M. Christensen),
  







          ,   ,    .    .

 ,
     Intuit


 ,          ,     ,      ,     ?   ,    ,     ?   堖    ,    , , ,      ,        ?   ,             .   ,        . ?        ,    .  .         ,   .  ,         ? ,    ,     ,    ?

     ,         ,    ,       .        , -     ,         ,       .      , ,              .

          ,      ,     ໠   ,      .            ,  ,      ,         .     :  ,      ?      ?  -      ?      ?:  ,                , -    ,        .  ,              .               ,   ,    ,    .

   .




Rent the Runway


 2008    (Jenn Hayman),       -,        -.   ,    ,      Bloomingdales,    ,     .      Marchesa  1500 ,  .  ,     ,  ,     Facebook,   ,       [1 - Eisenmann ., Winig L. Rent the Runway. Case 812077. Boston: Harvard Business School, 2012.].   ,   ,       ,   ,      ,           .  ,     , ,    蠖      ,          Starwood,        Wedding.com.  ,      : ,            .

    ,      ,          -.      ?

  : ,     .     ?    -     :  -.       ,    ,   ,    ,    ,  ,     .   ,    ,   ,    ? ,       .    .

       (Jenny Fleiss)      .     ,        :

1)                    ;

2)         ?

        130   ,    ,  , ,   ,       .      ,     .     .  140     35%    ,  51  53        (      ).    ,   ,     .

       ,     ?           ,      :     ,     ,     .         ,     :         ,       .     :   ,      ,     55,      .

       :     ,    ?       - ,              PDF.    ,   5% ,      ,    , ,          .

       ,           -   .      ,      㠖        .  ,     ,         .       :  ,  ,   .               20 .

      .    ,             10% ,        Saks      Niemen Marcus,  .              [2 - Eisenmann ., Winig L. Rent the Runway. Case 812077. Boston: Harvard Business School, 2012.].     ,         .

   ,      ,           .     Rent the Runway          Netflix[1 - Netflix  ,        .].

                ,     ,     .   - ,       .   ,    , ,   - ,        .    .

,       (   Bian Capital,        ),   -     -.   ?  :    -.  ,             ,  .  :    ,   . ,   ,       Bian Capital,       ,       (Scott Friend).        [3 - Eisenmann ., Winig L. Rent the Runway. Case 812077. Boston: Harvard Business School, 2012.],  .

  ,         .            ,        ,     .    .

      ,   .         ,    .     ,           ,  .    .    -,     ,     , ,   .       Coach[2 - Coach     .],       . ,      ,         ,    .     ,  ,          [4 - Eisenmann ., Winig L. Rent the Runway. Case 812077. Boston: Harvard Business School, 2012.].

            -     ,  ,     .    .

  Rent the Runway 2  2009    -   5000  . RTR   800    30 ⠖    .      ,  .           .  .     New York Times   Netflix           [5 - Wortham J. A Netflix Model for Haute Couture. New York Times. 2009. November 8. http://www.nytimes.com/2009/11/09/technology/09runway.html?_r=0 (http://www.nytimes.com/2009/11/09/technology/09runway.html?_r=0).].

,   ,        , RTR     ,   .           30 ,          30. .    ,       RTR.   .       ,  , ,  85% ,     ,       [6 - .: http://sloanreview.mit.edu/article/rent-the-runway-organizing-around-analytics/ (http://sloanreview.mit.edu/article/rent-the-runway-organizing-around-analytics/).].




  :     


 Rent the Runway       .  ,  ,          ,         ,          ,     .  ,          ,      .

      -.      , , ,  -    -  -  Rent the Runway.        -?        ,        :          .  ,        ,   ,   -, ,              .     - (    )        . ,     ,       ?

   ,          .   ,       [7 -  ,       -      蠖       .  : John C. Dencker, Marc Gruber, Sonali K. Shah. Pre-Entry Knowledge, Learning and the Survival of New Firms // Organization Science. 2009. 3 (20). . 516537; David A. Kirsch, Brent Goldfarb, Azi Gera. Form or Substance? The Role of Business Plans in Venture Capital Funding // Strategic Management Journal. 2009. 5 (30). . 487515; Julian E. Lange et al. Pre-Startup Formal Business Plans and Post-Startup Performance: A Study of 116 New Ventures // Venture Capital. 2007. 9. . 237256.].   ,   ,        ,     ,      .          ,       .         ,         .

                 . ,   RTR      :           ?   ,        .           ,     , , .

    ,      .    ,          -.      ,    :   PDF-    -.        ,           ,   RTR   ,        ,  ,  ,  ,    ,      .

    RTR         ,    -,  ,       .  -  :  ,          ,     ,     ,    ( ),         .              .    , ,           -. RTR  -         - Netflix.

    ,   Netflix    .        RTR.  Netflix   ,   ,   RTR ,       ,       .  , Netflix        -  ,      ,      .   RTR     ,     ,      ,   RTR   -.






 0-1.  



 RTR     :    ,   ,   ,      -      .       : , , , -.          :   ();  ,     ();      ();      (-) (.  0-1). ,        .       ,   ,       ,            .







    ,  ,        .     ,         ,            ,    [8 -  . .  .  -     . .:   , 2004. Jeff Dyer, Hal Gregersen, Clayton Christensen. The Innovators DNA. Boston: Harvard Business Review Press, 2011.].        ,    ,    ,       ,   ,   ,    ?  ,     ?   ,      ?  ,   ,     ?

    ,           .               .    ,   ,    :    (-),   (  ),  ( ),   ( )  ..      ,  ,     .          , ,  - (Tim Brown. Change by Design; Roger Martin. The Design of Business),   (Eric Riess. Lean Startup; Steve Blank. Startup Owners Manual; Alex Osterwalder. Business Model Generation),  (Christensen. Innovators Dilemma; Shona L. Brown  Kathleen M. Eisenhardt. Competing on the Edge; Bob Sutton. Weird Ideas that Work; Rita Gunther McGrath  Ian C. MacMillan. Discovery-Driven Planning)     (Jeff Sutherland, Ken Schwaber. The Scrum Guide; Kenneth S. Rubin. Essential Scrum).             .

 蠖     ,        .         ,    ,      ,   , ,  -   .     0-2, -      ,       -.      ,     ,            ,      ,   .   -        -,            .          -    .        ,              .






 0-2.   



 ,          ,      ,        .    ,    ,  ,      .       :

  ,    ;

  ,     (     ),     ;

       ;

        .

     ,    0-1    ,      .         .



 0-1.  






 , ,  Amazon, Google, Valve Software,          ,     . , Amazon          1996       .  ,     (innovation premium IP),   73%[9 -   蠖 ,       ,  ,    ,       .         .]. (       ,      Forbes   .) IP  Amazon ,         ,    73%      .   15   IP ,       [10 - Jeff Dyer, Hal B. Gregersen. The Secret to Unleashing Genius // Forbes. 2013. September 3.].

 , ,  Intuit, Procter & Gamble, Hindustan Unilever,    .   ,             ,        .  蠖  ,  Rent the Runway, Qualtrics, Motive Communications,    . ,   ,     ,   .    ,        .




     ?


     :            ?      ,    :      ? ,          ,         .   ,        35 ,       ,   IP    57% ( 0-2).

     ,   ,   IP   ,      . Hindustan Unilever, ,     40%    ;          Intuit    10;   Mondelez   ,         ; Godrej     ,        ; Procter & Gamble     ; AT & T    IP   (  2000-   ,  AT & T   ,     ).



 0-2.  IP    







   ?


,          ,    ,  ,      ,      .           :

       ,          ,  ,   ,   ,  - ;

,    ,           ,       ;

, ,     , ,  ,        .



        ,   ,   ,     :   ,           . ,  ,         ,             ,        . (,      ,        ,       .)        ,      .

,      ,   ,        .        ,        ,  .    ,       .  ,     .           ,     .  ,  - : ,     ?,   ,    ,      .




 1

 


   Intuit    8000 ?     .

 ,
  Intuit


 2008  Intuit  25- ,        .  Intuit,   ,      , ,  Quicken, QuickBooks, TurboTax,    ,    3 ,    蠖  10,2.      . Intuit    ,     .     ,  15%  19982003   8%  20042008-,          31  6%. ,   14  5%       .

 ,  ,  Intuit   ,  ,   10%          .        (Net promoter score NPS), ,     ,       [11 -   (Scott Cook),  , 7  2003.]. , ,    (    ,           )   57%  2000   20%  2008-[12 -    ,     : Jeffrey Dyer, Hal Gregersen, Clayton Christensen. The Innovators DNA. Boston: Harvard Business Review Press, 2011.       ,         .    Forbes    ,   . .: http://www.forbes.com/sites/innovatorsdna/2011/10/20/the-innovation-premium-our-methodology/ (http://www.forbes.com/sites/innovatorsdna/2011/10/20/the-innovation-premium-our-methodology/).].    ,   25       S-  : Intuit         .

    ,   .     ?




 :  


Intuit  ,         ,     ,  :    ,     ,       .        . Intuit    ,       ,  [13 - Drucker . The Practice of Management. N. Y.: Harper & Row, 1954. . 54.].   ,      ,      .

   -. ,      ,      , ,           30 .    ,   ,           .   ࠖ     .   .

   ,      :   (   ?)    (     ?)[3 -     ,    ,        ,           .].    ,         컠 , ,        .

       ,    . ,     Rent the Runway        ,     ,       [14 -    젖  .]. ,  Samsung  Sony     ,    ,     ,   ,     ,       .

      ,           - . ,     (   , , )        ,         (, , , ) ,   .            .

   ,     ,  Intuit,          . -,      .   頖    ( 1-1).

  ,          20 [15 -     ⠖  (       ),    (       ),   (      )  ..     , ,     (  ) .].           .

            ,    .              . , ,        .  30   1950  1980 䠖             (ABC, NBC, CBS)   .            ,  ,     DVD, 堖    , , ,     ,     .   DVD,    ,      ,       300.  .    iPad,    80    3[16 - Melloy J. iPad Adoption Rate Fastest Ever, Passing DVD Player // CNBC. 2010. October 4.].  ,     ,      .






 1-1.        



      Fortune 500 (    )   .         1950  2010  ( 1-2): 1960-    Fortune 500    27   ,         37    50%.  ,       Fortune 500      12   .    ,       -      [17 - Wiggins R. R., Ruefli . W. Schumpeters Ghost: Is Hypercompetition Making the Best of Times Shorter? // Strategic Management Journal. 2005. 26. . 12491259; Agarwal R., Gort . Firm and Product Life Cycles and Firm Survival // American Economic Review. 2002. 92. . 184190.].






 1-2.     Fortune 500



   ,      ,   ,     .       ,  ,        ,  .

       ?  ,       :    .   ࠖ     ,  , ,   .

        ,     .        .              ,     .  ,         , ,    .

 ,         , ,   ,       2,5 .           (  ,  ,  ),     (    , -  ),     ( 3D-   )        (,     ).       .

      ,   ,              .           , ,        (.       ?).  ,   堖 ,     Intuit,       :    ,    ,   ,    .    Intuit ,        .  -        .      ,   Intuit  ,    -.  ,      ,          .      Intuit  .




     ?

       .          .    2?2,    1-3.          ,     ,       .       ,       ,   ,       ,          .     ,   ,           ( 1-1).

   ?        ?  ,       ,     ,      ,          . ,      .1.3     ,    . ,           .      : Boeing  Airbus        , ,  Boeing 747  Airbus 350.





 1-3.        (20022011)



 1-1.    






             . ,          ,   ,               ,    ,   .            .

,     , ,   ,    ,     ,    . ,    ,      ?   Intuitive Surgical        (Da Vinci System),      3D-    ,      ,     .

     ,   ,     ,  ,    .     ,           ,         . ,   Webvan       ,   -,     ,      :  (     ?)   (      ?).    ,          .      :   ,       .

      .       , ,      .    ,   .     Webvan,                  500 ,   .





  :  Intuit



 Intuit           .  Intuit , ,  2004       (NPS).     ,  :      0 ( )  10 ( )         ? NPS ࠖ    (  910)    ( 06)[18 -   7  8   (.  5).].




   (NPS) = % 頖 % 


 ,   Intuit     ,     ,   .     ,         NPS. Intuit      ,     .     ,      ,    (Kaaren Hanson), -  .       -,  .     .        .        ,  .     ,   .   ,   ,    [19 -   (Kaaren Hanson),  , 6  2013.].

           .    ,     ,     ,        2008 .   44 ,       -  ,        .       .      ,    [20 -   (Brad Smith),  , 6  2013.].




  


  Intuit :   ,          .    .  ,  ,   ,  ,  .     .  Nike, W Hotels, Harley-Davidson  Apple.  -   ,      [21 - , 2013.].  Intuit ,       ,   ,  ,   .

     .   ,    ,      ,      .      ,   ?

 ,  -        .        Procter & Gamble   ,     ,  -,   .    -, ,       ,     (Design for Delight,  D4D)    Intuit     .  D4D       ,       :

  ,  ,     ,     ;

 ,   ,          ;

    ,       .



 ,     D4D    8000      -.   ,        300  Intuit  .       ,        PowerPoint  ,  ,     - -  .     (Alex Kazaks),    ,      :           .     ,  ,    ,        -         ,     .

    -,    3000 ,           D4D.            :         .     ,  ,  ,             ,         .   ,        .  ,   [22 - , 2013.].




     


      Intuit.      ,       D4D.  ,       D4D, ,  Intuit    ,      D4D   [23 -         The Innovation Catalyst,   2001. Harvard Business Review.].           : , ,  ,     D4D .

               D4D.     25%      . ?  ,       .     ,  ,     .           200  ,   10%     .

   Intuit  D4D   ,  -         .                .        ,           (Eric Ries. The Lean Startup)        (Steve Blank. Four Steps to the Epiphany).  ,  ,        (leap-of-faith assumption)    Intuit   ,    .

 Intuit     .                 :    ,     [24 - , 2013.].           .  ,              Intuit   D4D,            .




  



     Intuit?     -   ,        .  ,      -   ,  ,      .

 ,    Intuit      ,  ,           .  ,     ,    ,               ( 1-4).

 1. :  .  ,         ( , ,    ),     ,  .

 2. :  ,    .     ,        (,      ,     ),   ,     .






 1-4.  



 3. :     .      ,       .    ,     ,   젖    .

 4. -:     .      ,       -,     ,     .

               , , [25 -     The Lean Startup: How Todays Entrepreneurs Use Continuous Innovation to Create Radically Successful Businesses (N. Y.: Crown Business, 2011)     ,      .      ,        ,   .].    Intuit  ,     .




:  


         ,  , , .               ,      (,  Intuit         ,      , ,             ).  (  ,  , )    ,     Intuit   10%         -.     ,                ,  Intuit      Intuit.

     ,       ,     . ,   (Barath Kadaba)    (Deepa Bachu),    Intuit,     ,      1,2  .                  150  蠖       .

     : ,  ,  ,    ,  . ,  Intuit  ,            . ,   , ,   ,       .  ,  ,       ,              .         .  ,      ,   ,        ,      ,       Intuit[26 -   (Ben Blank),  , 6  2013.; , 2013; Thomas Eisenmann, Tanya Bijlani. Intuit Inc.: Project Agranova. Case 813062 (Boston: Harvard Business School, 2012).].




:  ,    


      ,    ,       .   ,       ,   堖  , ,   .  ,     ,     ,   , ,        . ,  BMW      ( ),  BMW     ( , )    ( ),      .

 Intuit              (pain-storming).    ,    ,  ,   ࠖ       ,     .

     ,  ,      ,     ( )    .            . ,   ,          ,     .    Intuit            .     ,       ,     [27 - , 2013.].  ,    .

        ,   ,         .     ,         ,          50%.     :        ,    ,        .     ,              .       ,    ,   ,          :     10% .           ,         .




:     


  ,     ,        ,      ,      .       ,  ,     .        ,       ,      ,     ( , ,      ).

 ,     ,           .   ,  Intuit        ,         ,              Intuit.         .  Intuit , ,   ,        .   ,     ,   Intuit      ,     .

,  Mobile Bazaar (        ),    ,     .       eBay,        . ,    ,   PowerPoint,  ,             (            ).

   ,               .     ,       ,     ,       ,            .   ,   ,      .                ,    .     .    Mobile Bazaar  180. ,   ,       16%.

 Mobile Bazaar      ,       :  ,   .  Intuit   ,           (solution-jam),       - ,     .          (code-jam),       ,  ,        .  ,    Intuit         ,              .

     ,  -       ,   ,  젖   .       ࠖ    , ,       ,     [28 -       ,  Intuit ,       ,       ,  ,   .       5.].




-:     


   Intuit :    ,   ,     -[29 - , 2013.].     ,   ,             ,   ,   .    ,  ,     ,      ,     -. ,          ,       ..,     .      ,      -.     -,              .      ,        ,       ,      .

   Intuit   ,    . ,         (Quicken, QuickBooks, TurboTax),  Horizon 1 (1)       -. ,      , Horizon 2 (2)          Horizon 3 (3).   3,    2,         -.  ,  3     ,       -.     , ,         , Intuit        (lovemetrics) (.  8).   ,     ,        -.  Mobile Bazaar    3,        -.    Unlike Quicken  TurboTax    Mobile Bazaar    (     ),      (  ,      - ). Intuit     Mobile Bazaar   ,    -   .




  


   ,    .            .       .       ,    . ,     :     ,         .  ,      ,    ,  . ,  ,   ,     ,      [30 - , 2013.].

 ,       ,      ⠖   .       :  ,    ջ     ջ,       ,      :      ,    ,    ?[31 - , 2013.]     ,             ,  .     ,     .   ,    ,     :    ,    廻[32 - , 2013.].

,    (,   -),  Intuit   : 1)     ; 2)     ; 3)  ,   ; 4)  ,     ,       .

    . ,   ,       . ,     ,    ,    .     ?




 Intuit


        Intuit? -, Intuit    .  2006  TurboTax  Intuit      ,  2012-    600,   2013-      2500 . ,          .        2008   50  2013-,      SnapTax       350. .

    .  2010  Intuit  10    ,     .     10砖  100  2012-,      ,      [33 - , 2013.]. ,   ,   Intuit      ,    .      堖  7%    20042008   15%    20082012-.

    Intuit.      10   2008   17  2013-젖   70% ( : 2003  2009    Intuit   9  10 ).  ,   Intuit   20%  2008   30%  2012-젖 33% .   Intuit      ,  -      (.     8000 ?).




    8000 ?

     , , , :          ?    ,    蠖       .   ,        :     ,      ,     .           ,         ,     .

  ,      :  ,    -    [34 -  .   (Ries . The Lean Startup).].       . -,   ( ),    (,   )    ,  .     ,   .

-,        :   ,    ,   -. -,       .  ,       ( )         ( ).     (   ),      ,     ,  :      ,      .

     򻠖 -,        .        ,  ,  ,   IT,   .   (Wendy Castelman),   Intuit,      .  IT- ,  - (billing agents)  15 ,     .          : -    ,      .    ,        ,     ,      15   !

   Full-Service Payroll  Intuit   ,   ,           .    ,        .  ,     ,            ?.        ,    . NPS      20 ,      (  ).        ,         NPS  21 .   ?      ,     .





  


    ,          ,    ,     .       ,       ,     .        ,     ,      (?),      ,    (?). (     ,   ,    .   www.theinnovatorsmethod.com (http://www.theinnovatorsmethod.com/)    .)    .

  2  ,   ,    ,     .  ,    ,           .   3 ,      ,     (, , , ,  )     ,    .   4  ,      ,      ,   .   (,   ),    ,  ,     .      ,     .

  5   ,    ,                .       ,       .   6    -    ,       .      (      ),   (      )    (  ).

     ,    ,    ,  ,         .      ,           ,   ,        ⠖  .   7    ,  .

      ,            .  ,     -,     .       ,     .   8      ,    .

,       ,    ,       .  9   ,                 .   ,     ,       .

      ,  Regeneron ,      ,    ,     .          .

          ,    .           蠖 , ,   ,  .     ,        -      .      ,     .

 Intuit       ,      ,           .        ( ,  ,  )    ,    ,    ,  ,    .

  ,      .       .   , , .              , ,   ,   .         (, ,   -),        .   ,               ,             ꠖ    .            ,   ,       .     ,         ,    ,         ,    .     ,    .




 2

   


     ,              .

 ,
     Intuit


     ,    .  ,   ? .          . ,   (Elon Musk),  Tesla, SpaceX  PayPal, :   ,      .         頖    ,   [35 - .: http://www.quoteswise.com/elon-musk-quotes-2.html (http://www.quoteswise.com/elon-musk-quotes-2.html).].  ,       -,         ?    ,       .

 1911          (Frederick Taylor. Principles of Scientific Management).          XX ,       .           -,        Ford Motor  General Electric. ,  ,              ,         -   .

      ? -,           .    ,      ,        ,          .     ,          .  ,         ⠖  ,    .  ,       ,     [36 -  . .    (Taylor F. W. The Principles of Scientific Management. N. Y.: Norton, 1911).].

 :  ,  , ,  ࠖ     .            .  ,  ,           .     .         : -, , , , , . ,       ,  ,     .

    ,    :     .         ,   ,       (  ,       )[37 -  .   (Drucker P. The Practice of Management. N. Y.: Harper & Row, 1954. . 54).].       ( ),    .

   ?      .   ,         ,      ,    S-     ( 2-1). ,                 5000  .   ,        ,      .      ,                 .     ,             .          (      ),          .  ,       ,    ,          .






 2-1. S-    



 ,   ,         , ,         S-      (.   :   ).         ,   ,   ,     .         , ,            .   ,    -  ,              .




  :   

        ,        General Motors,   ,    ,     .             GM (Cadillac, Buick, Chevy, Pontiac),     [38 - Sloan . My Years with General Motors. N. Y.: Crown Business, 1990.].   ,        ,    ,          .

            -,   .              :   General Motors?      GM  ,    4     .

 GM     ,      ,    GM.       ,    GM,   ,   , ,    ,   ,   .     Chevrolet,      GM   ,           ,  [39 - Lawrence R. Gustin, Durant B. Creator of General Motors. Ann Arbor: University of Michigan Press, 2008.]. ,     ,    .     ?      ,  ,  GM   ?

 :         ,    .      ,          ,  , , ,   .    ,     ,      ꠖ .    ,  , ,      ,  .  -,             , ,       ?       5%?.     ,       .

   , ,   ,     .       , ,       ? ( , -  Apple)        ,    ? ( ). :       ? (   Amazon.com)         ? (  Amazon.com).       ? (   PayPal)           ?.

         , -  ,       :     -,        ,    ,        .





   


   ,                       .     ,    ,       ,      .    ,   ,               .

   堖     ,   ,  .     2-2,         .     :        ,           .






 2-2.   



-,          ࠖ  ,  ,      ,  ,   ,    .   ࠖ  ,  ,   ,             .




  


     .      ,      .             .          ,  .

      ,         ,    -     . ,    , ,   ,   .      ,        ?

         ,         .      -.        Intuit      .  ,  ,        ,  .     , PowerPoint   .



  ,     ,     :       ,   ,           , ,   ,  ,    .   ,     -.  -    .     ,   ࠖ    .        Intuit[40 -  ,  , 7  2013.].


         ,        .    Google        ,       : 2002         ,   .       ,                      [41 - Garvin D. How Google Sold Its Engineers on Management // Harvard Business Review. 2013. December.].   ,     Google     , . ,  -       ( - Google,      Yahoo!)       .             ,     , ,  300-  ,          ,  ,        40 .

        ?     :

     ;

      (    );

   ,  ,     .



 ,      : ,        ,     ,       .       :     (  Intuit)  ,  .   : ,   ,      ?  :       ,    ?[42 - Tate R. The 20% Doctrine. N. Y.: HarperCollins, 2012. . 26.]

   Amazon  ,   .                   .   ,       .     :     ,    ,  ࠖ .  ,     ,  ,           .           ,         .            [43 -   (Nitin Verma),  , 26  2013.].        ,    .

     Amazon, Google  Intuit,       .  :         .      ,        ,    ?      ?        ,    ?    ,            ,     ,     [44 - , 2013.].          ࠖ    ,     .




  


     Xerox Palo Alto Research Center (PARC)  1979      ,      :   ,  -  ,     .      ,       [45 - Dyer J., Gregersen H. B., Christensen C. Innovative Companies Demand Innovative Leaders // HBR Blog Network. 2011. August 9. http://blogs.hbr.org/2011/08/innovative-companies-demand-in/ (http://blogs.hbr.org/2011/08/innovative-companies-demand-in/).].         PARC    Apple     ,       PARC.

   ,        Macintosh           .     .  Xerox, ,    ,    ,     .     PARC  ,      ,  (   Apple)        ,    Xerox,     .    :  ,    ,        ,     .     ,         . Xerox         [46 - Dyer J., Gregersen H. B., Christensen C. Innovative Companies Demand Innovative Leaders // HBR Blog Network. 2011. August 9. http://blogs.hbr.org/2011/08/innovative-companies-demand-in/ (http://blogs.hbr.org/2011/08/innovative-companies-demand-in/).].

 ,  Apple      ,          1000    .    iPod   ࠖ  ,    .   ,       :         .      ,    ,           .

   Intuit ,        :    ,    ,     ?       ?[47 - , 2013.]      (,    ),        . ,  Intuit       ,   (Alex Lintner),    Intuit,     ,      .      Mobile Bazaar    150            .   Intuit   ,     .

    ,  ,   :              .   .    ,       ,    ,   ,   .                 .    ,        ,  - :    ,     ,  ,          .

   Valve Software,      ,     (Gabe Newell)         .     ,    [48 -   (Paul Kirschbaum),  , 17  2013.].     :     .  ࠖ ,       .   .  Valve ,    Valve        ,    , ,    ,       ,    ,   99%  [49 - Valve Software: Valve Handbook for New Employees. 2012.].    ,    ,  ,    80%   ,          .

     Amazon       (    Its still Day One),   ,  Amazon        .      ,     Day One    .  ,   Amazon   ,  :   ,         ,           .      [50 - McCorvey J. J. AmazonFresh Is Jeff Bezos Last Mile Quest for Total Retail Domination. 2013. http://www.fastcompany.com/3014817/amazon-jeff-bezos (http://www.fastcompany.com/3014817/amazon-jeff-bezos).].   ࠖ   Amazon     .




    



 Qualcomm    Fortune 100          .       Qualcomm,   ,        (   )    .        ,                .      ,              ,   ,       -,        .

    ,   Venture Fest (  ).      ,         20 .     Venture Fest       ,          .         ,    ,         (existing business unit)   .   Venture Fest  :     82 ,   頖  500.  ,      .

  Venture Fest      ,   ,    ,        .     ,        ,    .         Venture Fest   ,   ,    Qualcomm,    . ,     ,    - ,    ,     , ,         -          ,  .       Qualcomm, Venture Fest       ,      ,   ,    .       Venture Fest     - .




  


 Qualcomm    ,    ,        ,       ,   .                   .   ,         Qualcomm ()      .        ,       :    (  ),              [51 - Ricardo dos Santos. Just Say Maybe // Necrophone. 2013. http://necrophone.com/2013/10/30/just-say-maybe/ (http://necrophone.com/2013/10/30/just-say-maybe/).].

        ,      ,      .   ,       ,     ,      . ,       ,     .  Intuit      ,                    .    ,    ,   ,  ,      ,    ,    .           . ,         ,      ,     .                .

    ,     ,     ,   .    :  ꠖ    ,   .




  


   ,   .       .  ,      .

頖      ,       .              -   . , AT&T,       20 ,     ( AT&T   ),  頖 4050  .  ࠖ   ,     AT&T.       -,    -.  , AT&T                 .      12- ,               .

  ?    AT&T     :

 ,    (The Innovation Program,  TIP),      ;

  ,      (    AT&T , )  10-  ,   AT&T  ;

-   -,              .



AT&T     ,       ,         13%   2000-     10%.    ,      ,    (John Donovan),   - AT&T     .  ,          [52 -   (John Donovan),  , 6  2013.].      ,     .    Hyatt, Hallmark    , ,  Banco Davivienda     .

 ᠖     ,  -.   1 ,  Intuit   200   (.   : ).    2030 ,    .      ,     .    ,     ,       :    ,        .  ,  ,   ,    Intuit    Home Depot     Caltrain,       [53 -   (Ben Blank),  , 6  2013.].       200  Intuit,         .




  : 

      ,  Intuit   -? -       ,  ,  ,    ,    ,   ,  蠖  .         ,       ,    .         (Roger Martin. The Design of Business), 砖     .

          .  Intuit,      ,          ,    ,  ,    ,         (design-driven) -  ( )      ,           (  ,            )[54 -   (Kaaren Hanson),  , 26  2013.].     ,   ,       ,   .           (-堖     ),         .        ,    ,             .





    



       ,     .       ?    ,           .




   


   ,     :        ?   :    .     .       ,       .       ࠖ      ,    (   )   .

   .  ,      10%   (Intuit), 20%     (Google)     100%    (Valva Software).    Valve :  ,          .  Valve  100%. Valve  ,       ,    . ,   ,   ,    .     .  ,      ,   [55 - Valve Handbook, 2012.].

         ,            ,          . ,    ,    ,    ,    (, Valve         ,          ).       ,     ,       ,        .  , 20%       ,  Gmail, Google AdSense  Google Docs.    ,      Google   [56 - Iyer B., Davenport T. H. Reverse Engineering Googles Innovation Machine // Harvard Business Review. 2008. April.].     25% [57 - Carney B. M., Getz I. Googles 20% Mistake // Wall Street Journal. 2013. August 27.].  ,        , Google      ,   ,      .     ,  Google       Google X lab    ,  Google Glass, Google Express, Google Loon  Google Self-Driving.  Google  -,     , ,  Amazon,        ,  .     .

 ,  ,    ,                . ,    .    Facedook           .    Intuit             .  ,      ,     ,  :     ,  .     ,   [58 -   (Ryan Smith),  , 10  2013.].




 ,   


    ⠖  . ,       ,     ,   ,      .        ,    .

Amazon     ( ),        . Intuit           .        ,    .            [59 - , 2013.].  ,    ,     ,         .

  -    , Intuit   .         ,    ,  ,    ,   ,    ..     ,         ,    .




  .


   .

   ,     (https://www.litres.ru/dzheff-daer/sozdavaya-innovacii-kreativnye-metody-ot-netflix-amazon-i-google/)  .

      Visa, MasterCard, Maestro,    ,   ,     ,  PayPal, WebMoney, ., QIWI ,       .



notes









1


Netflix  ,        .




2


Coach     .




3


    ,    ,        ,           .










1


Eisenmann ., Winig L. Rent the Runway. Case 812077. Boston: Harvard Business School, 2012.




2


Eisenmann ., Winig L. Rent the Runway. Case 812077. Boston: Harvard Business School, 2012.




3


Eisenmann ., Winig L. Rent the Runway. Case 812077. Boston: Harvard Business School, 2012.




4


Eisenmann ., Winig L. Rent the Runway. Case 812077. Boston: Harvard Business School, 2012.




5


Wortham J. A Netflix Model for Haute Couture. New York Times. 2009. November 8. http://www.nytimes.com/2009/11/09/technology/09runway.html?_r=0 (http://www.nytimes.com/2009/11/09/technology/09runway.html?_r=0).




6


.: http://sloanreview.mit.edu/article/rent-the-runway-organizing-around-analytics/ (http://sloanreview.mit.edu/article/rent-the-runway-organizing-around-analytics/).




7


 ,       -      蠖       .  : John C. Dencker, Marc Gruber, Sonali K. Shah. Pre-Entry Knowledge, Learning and the Survival of New Firms // Organization Science. 2009. 3 (20). . 516537; David A. Kirsch, Brent Goldfarb, Azi Gera. Form or Substance? The Role of Business Plans in Venture Capital Funding // Strategic Management Journal. 2009. 5 (30). . 487515; Julian E. Lange et al. Pre-Startup Formal Business Plans and Post-Startup Performance: A Study of 116 New Ventures // Venture Capital. 2007. 9. . 237256.




8


 . .  .  -     . .:   , 2004. Jeff Dyer, Hal Gregersen, Clayton Christensen. The Innovators DNA. Boston: Harvard Business Review Press, 2011.




9


  蠖 ,       ,  ,    ,       .         .




10


Jeff Dyer, Hal B. Gregersen. The Secret to Unleashing Genius // Forbes. 2013. September 3.




11


  (Scott Cook),  , 7  2003.




12


   ,     : Jeffrey Dyer, Hal Gregersen, Clayton Christensen. The Innovators DNA. Boston: Harvard Business Review Press, 2011.       ,         .    Forbes    ,   . .: http://www.forbes.com/sites/innovatorsdna/2011/10/20/the-innovation-premium-our-methodology/ (http://www.forbes.com/sites/innovatorsdna/2011/10/20/the-innovation-premium-our-methodology/).




13


Drucker . The Practice of Management. N. Y.: Harper & Row, 1954. . 54.




14


   젖  .




15


    ⠖  (       ),    (       ),   (      )  ..     , ,     (  ) .




16


Melloy J. iPad Adoption Rate Fastest Ever, Passing DVD Player // CNBC. 2010. October 4.




17


Wiggins R. R., Ruefli . W. Schumpeters Ghost: Is Hypercompetition Making the Best of Times Shorter? // Strategic Management Journal. 2005. 26. . 12491259; Agarwal R., Gort . Firm and Product Life Cycles and Firm Survival // American Economic Review. 2002. 92. . 184190.




18


  7  8   (.  5).




19


  (Kaaren Hanson),  , 6  2013.




20


  (Brad Smith),  , 6  2013.




21


, 2013.




22


, 2013.




23


        The Innovation Catalyst,   2001. Harvard Business Review.




24


, 2013.




25


    The Lean Startup: How Todays Entrepreneurs Use Continuous Innovation to Create Radically Successful Businesses (N. Y.: Crown Business, 2011)     ,      .      ,        ,   .




26


  (Ben Blank),  , 6  2013.; , 2013; Thomas Eisenmann, Tanya Bijlani. Intuit Inc.: Project Agranova. Case 813062 (Boston: Harvard Business School, 2012).




27


, 2013.




28


      ,  Intuit ,       ,       ,  ,   .       5.




29


, 2013.




30


, 2013.




31


, 2013.




32


, 2013.




33


, 2013.




34


 .   (Ries . The Lean Startup).




35


.: http://www.quoteswise.com/elon-musk-quotes-2.html (http://www.quoteswise.com/elon-musk-quotes-2.html).




36


 . .    (Taylor F. W. The Principles of Scientific Management. N. Y.: Norton, 1911).




37


 .   (Drucker P. The Practice of Management. N. Y.: Harper & Row, 1954. . 54).




38


Sloan . My Years with General Motors. N. Y.: Crown Business, 1990.




39


Lawrence R. Gustin, Durant B. Creator of General Motors. Ann Arbor: University of Michigan Press, 2008.




40


 ,  , 7  2013.




41


Garvin D. How Google Sold Its Engineers on Management // Harvard Business Review. 2013. December.




42


Tate R. The 20% Doctrine. N. Y.: HarperCollins, 2012. . 26.




43


  (Nitin Verma),  , 26  2013.




44


, 2013.




45


Dyer J., Gregersen H. B., Christensen C. Innovative Companies Demand Innovative Leaders // HBR Blog Network. 2011. August 9. http://blogs.hbr.org/2011/08/innovative-companies-demand-in/ (http://blogs.hbr.org/2011/08/innovative-companies-demand-in/).




46


Dyer J., Gregersen H. B., Christensen C. Innovative Companies Demand Innovative Leaders // HBR Blog Network. 2011. August 9. http://blogs.hbr.org/2011/08/innovative-companies-demand-in/ (http://blogs.hbr.org/2011/08/innovative-companies-demand-in/).




47


, 2013.




48


  (Paul Kirschbaum),  , 17  2013.




49


Valve Software: Valve Handbook for New Employees. 2012.




50


McCorvey J. J. AmazonFresh Is Jeff Bezos Last Mile Quest for Total Retail Domination. 2013. http://www.fastcompany.com/3014817/amazon-jeff-bezos (http://www.fastcompany.com/3014817/amazon-jeff-bezos).




51


Ricardo dos Santos. Just Say Maybe // Necrophone. 2013. http://necrophone.com/2013/10/30/just-say-maybe/ (http://necrophone.com/2013/10/30/just-say-maybe/).




52


  (John Donovan),  , 6  2013.




53


  (Ben Blank),  , 6  2013.




54


  (Kaaren Hanson),  , 26  2013.




55


Valve Handbook, 2012.




56


Iyer B., Davenport T. H. Reverse Engineering Googles Innovation Machine // Harvard Business Review. 2008. April.




57


Carney B. M., Getz I. Googles 20% Mistake // Wall Street Journal. 2013. August 27.




58


  (Ryan Smith),  , 10  2013.




59


, 2013.


