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Serious Play: How the World's Best Companies Simulate to Innovate
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Serious Play: How the World's Best Companies Simulate to Innovate

3.42  ·  Rating details ·  93 ratings  ·  7 reviews
Successful innovation demands more than a good strategic plan; it requires creative improvisation. Much of the "serious play" that leads to breakthrough innovations is increasingly linked to experiments with models, prototypes, and simulations. As digital technology makes prototyping more cost-effective, serious play will soon lie at the heart of all innovation strategies, ...more
Hardcover, 272 pages
Published December 10th 1999 by Harvard Business Review Press (first published October 18th 1999)
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kevin
Feb 10, 2010 rated it it was ok
This book is supposed to be interesting but ended up as a fairly poor read, because it is littered with snippets of case-studies rather than full-blown detailed case studies. And these snippets does not total up to a statistical case to convince me.

A lot of the ideas were taken from software engineering and computer science, e.g., genetic algorithms, and thus (being in the line myself) must be taken with a heavy dose of skeptism. Some of the example cited like Boeing weight-budget economy is i
...more
Jack
Sep 13, 2020 rated it it was amazing
Shelves: business, read-twice
This book is about innovating in **established organization**. The book, however, does bring some values to startups by pointing out that "it is the kind of 'shared space' that enhances collaboration, which is a core of innovation"
Abhilash Gopalakrishnan
May 15, 2020 rated it it was amazing
I came across this book by Schrage and really enjoyed it. Simulations playing a big role in NASA or ISRO was known case. But every great company uses it was eye opening and this kind of connects to digital and model based systems engineering.
Jack Vinson
Sep 22, 2010 rated it really liked it
The other interesting aspect of this work highlights the idea that if the models do not cause controversy, the models are not looking at the right set of assumptions. In other words, models that are not challenged are not exploring the right part of the space, and as such are useless before they provide any kinds of results. This reminds me of other research that suggests that good experimental design yields experiments that “fail” about half the time. Experiments after experiment that prove som ...more
Jonathan
Mar 13, 2016 rated it it was ok
Some useful insights but goes all over the place and mixes prototyping and simulation. The chapter on metrics seems to undermine the whole concept of serious play.
Rather outdated now, of course, and the examples didn't all stand the test of time.
Gabe Mounce
Jul 16, 2011 rated it liked it
I really like the concepts here about innovation, but the book is quite dense...it might take me a while to finish....I didn't finish...I may pick it up again later.
Bill Churchill
Aug 10, 2014 rated it it was amazing
On the role of modeling and simulation in generating business innovation. Excellent treatment of the reasons for, and pitfalls to be encountered in simulation modeling.
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