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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Systems innovation discussion paper