Goodreads helps you keep track of books you want to read.
Start by marking “Serious Play: How the World's Best Companies Simulate to Innovate” as Want to Read:
Serious Play: How the World's Best Companies Simulate to Innovate
Enlarge cover
Rate this book
Clear rating
Open Preview

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)
More Details... Edit Details

Friend Reviews

To see what your friends thought of this book, please sign up.

Reader Q&A

To ask other readers questions about Serious Play, please sign up.

Be the first to ask a question about Serious Play

Community Reviews

Showing 1-30
Average rating 3.42  · 
Rating details
 ·  93 ratings  ·  7 reviews

More filters
Sort order
Start your review of Serious Play: How the World's Best Companies Simulate to Innovate
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
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
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 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.
rated it liked it
Feb 07, 2019
Chuan-che Huang
rated it it was amazing
Jul 29, 2014
rated it really liked it
May 28, 2019
Rick Munoz
rated it liked it
Mar 13, 2015
Diogo Carmo
rated it it was amazing
Nov 14, 2012
Lee Barry
rated it liked it
Mar 19, 2020
Whanthatapril jeff
rated it liked it
Mar 28, 2013
rated it really liked it
Jun 25, 2007
Mark Polino
rated it really liked it
May 08, 2011
rated it liked it
Mar 06, 2015
rated it liked it
Aug 31, 2016
rated it liked it
Feb 05, 2008
rated it liked it
Oct 06, 2009
rated it liked it
Nov 01, 2014
rated it it was ok
Jan 22, 2017
Dethe Elza
rated it liked it
Mar 28, 2015
Martin Howells
rated it liked it
Jan 16, 2019
rated it really liked it
Mar 01, 2017
rated it really liked it
Sep 03, 2014
Jay Goulart
rated it really liked it
Jan 02, 2009
rated it it was ok
Sep 20, 2008
Matej Ingeli
rated it it was ok
Jul 07, 2016
rated it really liked it
Apr 25, 2018
« previous 1 3 4 next »
There are no discussion topics on this book yet. Be the first to start one »

Readers also enjoyed

  • Brain Rules: 12 Principles for Surviving and Thriving at Work, Home, and School
  • Made to Stick: Why Some Ideas Survive and Others Die
  • Designing Interactions [With CDROM]
  • The Leader's Guide to Storytelling: Mastering the Art and Discipline of Business Narrative
  • Using Trends and Scenarios as Tools for Strategy Development: Shaping the Future of Your Enterprise
  • The Art Of The Long View:  Planning For The Future In An Uncertain World
  • The Back of the Napkin: Solving Problems and Selling Ideas with Pictures
  • Ideaspotting: How to Find Your Next Great Idea
  • The Art of Innovation: Lessons in Creativity from IDEO, America's Leading Design Firm
  • Designing for the Digital Age: How to Create Human-Centered Products and Services
  • Sketching User Experiences:  Getting the Design Right and the Right Design
  • A Whole New Mind: Why Right-Brainers Will Rule the Future
  • The Ten Faces of Innovation: IDEO's Strategies for Defeating the Devil's Advocate and Driving Creativity Throughout Your Organization
  • Talking to Humans
  • Managing as Designing
  • Business Model Generation
  • The Mind in the Cave: Consciousness and the Origins of Art
  • Real Presences
See similar books…

News & Interviews

November is the time for aspiring writers to get serious about writing that book! It's National Novel Writing Month, the annual event designed to...
69 likes · 15 comments