Systems Innovation Discussion Paper
Why successful innovation goes beyond products
Charlie Leadbeater – January 2013
Steve Jobs was often late. Apple has not always been first to market with cutting edge technology. Often it turned up when the party had got going but before it was in full swing. Apple brought some of its key products to market only when it knew it could wrap around them a supportive system which would deliver content and services to customers with one hand and with the other collect all their credit card details.
The Apple that started making computers to sit on desktops was a product company. The Apple that has become the most valuable company in the world does something different: it creates products that are entry points to systems. It is a systems innovator…
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