Troubador Strategy and Innovation for a Changing World

Released: 28/10/2021

ISBN: 9781800465299

eISBN: 9781800466791

Format: Paperback/eBook

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Strategy and Innovation for a Changing World

Part 1: Sustainability Through Value Creation

by

Invention and innovation are not the same. When we come up with an exciting and original new idea, by itself that idea is not an innovation. It is simply an invention, possibly a great invention, but at that point the hard work is still to be done. Innovation is that hard work.

It is the process of turning that idea into something of value. In fact, innovation doesn’t necessarily need a great new idea to get it started. It is often nothing more than the recombination of existing ideas that happen to be lying around.

In an accessible and non-technical way, this book shows how we should think about innovation in terms of a set of activities that will create value for a customer or stakeholder outside the organisation and then, in turn, capture some of that value to ensure that the organisation continues to thrive.

Many people think about value creation in terms of making profit for customers, but value can be created and can extend in many other directions, not least improving the quality of life of those around us in society. Most organisations can no longer get away with simply creating value for their customers, and the book introduces a new model of five nontraditional market forces, driven by key stakeholders, that now exert pressure on all organisations and explains how to create value for those stakeholders at the same time as meeting the needs of more traditional customers.

Recognising that we live in a rapidly changing times, the book also explains the impact of uncertainty, how to deal with it, and how to think of it strategically, not as a threat but as an opportunity for differentiation and success.

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John Clegg

In a career spanning three continents and more than three decades, John M Clegg has lived and breathed the creation and capture of sustainable value through innovation. He has worked in multiple countries in engineering, manufacturing, sales and operations for the oil and gas industry and his variety of roles has allowed him to see the innovation value chain through multiple sets of eyes. This led John to realise that invention and innovation are not the same. When we come up with an exciting and original new idea, by itself that idea is not an innovation. It is simply an invention, possibly a great invention, but at that point the hard work is still to be done. Innovation is that hard work. It is the process of turning that idea into something of value.

John has worked internally on the engineering of new products and services and the creation of new business models, and externally with customers and other stakeholders on understanding the value that innovation can bring to them. He has often joked that his role was always one of interpreter – turning customer and stakeholder needs into the language that technology developers would understand. His exposure to the oil and gas industry taught him about the importance of external stakeholders. It’s no understatement to say that the oil and gas industry is not as popular as it used to be, and John has learnt to navigate negative investor and public opinion while actively helping the industry to pivot, embracing new energy sources and thereby providing good for society.

John was educated in Engineering Science at Worcester College, Oxford University and is an alumnus of Oxford’s Saïd Business School, where he was awarded a Diploma in Global Business. He is the principal of J M Clegg Ltd, a consultancy specializing both in drilling and in innovation as a strategic discipline.

After spending many years overseas, John now lives in Cheltenham, England with his wife and two dogs.


John M Clegg
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