The Laws of Innovation: Timeless Principles of Human Nature, Strategy, and Value Creation

See and shape the world from an innovator's perspective.
The Laws of Innovation explores the universal laws behind all successful innovationsfrom tech products to stories, experiences, and communitiesand reveals the foundational principles by which they are built. It highlights the enduring forces that shape human behaviour and drive market evolution, providing a timeless foundation for anyone looking to understand, enter, or grow in the fields of innovation, entrepreneurship, or product strategy.

By uniquely fusing multiple topicsfrom human nature and value creation to strategy, design, and storytellingThe Laws of Innovation delivers big-picture insights that cannot be achieved in isolation. It covers nearly one hundred interconnected laws and principles, all universally observable and scientifically grounded, and supported by a wealth of diagrams and real-life examples.

Key insights include:

• The forces that shape all human behaviour
• The currencies of value underpinning all successful products and innovations
• Which forms of value hold more weight than others
• Why products and experiences involving more effort or discomfort can still succeed
• Why emotional gain has a virtually unlimited financial value
• The universal, objective definitions of ideal, superior, and delightful experiences
• How the laws of perception shape the value people perceive, experience, and remember
• Where all markets are unanimously heading, and why people migrate between solutions
• How design, storytelling, and leadership (including partnership and community-building) can all achieve similar value outcomes
• The hidden, counterintuitive reasons why good products sometimes fail, and when growth and success can be an illusion

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