The Change Maker's Playbook: How to Seek, Seed and Scale Innovation in Any Company

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City Point Press
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6.2 X 9.0 X 0.9 inches | 0.01 pounds

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About the Author

Amy J. Radin is a nationally recognized Fortune 100 Chief Marketing and Innovation Officer, advisor and investor, board member, and thought leader on how to deliver innovation for sustainable, business-changing impact. She has been at the forefront of rewiring brands for growth, and now applies her expertise working with executives to reduce the uncertainty, ambiguity and uncertainty, and realize the benefits of innovation. She built a track record of success moving ideas to performance at Citi, American Express, E*TRADE and AXA.

The Change Maker's Playbook: How to Seek, Seed and Scale Innovation in Any Company is Amy's first book and captures her field-tested experience as the top executive accountable for achieving innovation results under varied, complex and rapidly changing conditions.

Amy is a graduate of The Wharton School and Wesleyan University. She serves on the Board of the AICPA where she is advising on marketing strategy and the impact of technology and workforce disruption on accounting and financial advisory services for 650,000 member professionals across the globe. She established and sponsors an annual social impact fellowship at the NYU Stern Graduate School of Business, benefitting students, not-for-profits and government agencies in the New York metro community for over a decade.

Paul B. Carroll is the Editor-in-Chief of Insurance Thought Leadership, a digital publishing platform that is a catalyst for change in insurance and risk management. The site curates the work of more than 1,000 thought leaders and has 60,000 subscribers to its weekly newsletter.

A thought leader on innovation, Paul is a co-founder of and partner with the Devil's Advocate Group, a strategy consulting boutique.

He spent 17 years as a reporter and editor at the Wall Street Journal. He was nominated twice for a Pulitzer Prize and was a finalist in 1996. Later, he founded and edited Context magazine, which was a finalist in 2001 for the National Magazine Award for General Excellence.

He is the co-author, with Chunka Mui, of "The New Killer Apps: How Large Companies Can Out-Innovate Start-Ups,"? and "Billion-Dollar Lessons: What You Can Learn From the Most Inexcusable Business Failures of the Last 25 Years,"? based on research by a team of 20 that spent two years investigating 2,500 major write-offs. Paul's first book, "Big Blues: The Unmaking of IBM," was a major best-seller in 1993.


"What businesses need today is change makers: driven leaders who turn market disruption into innovation opportunities, creating real impact and value. If you're up for this, Amy Radin's fearlessly focused and practical book is your next must-read."

--David Rogers, Columbia Business School faculty and best-selling author of The Digital Transformation Playbook
"Seek. Seed. Scale. Amy Radin's formula for innovation is uncommonly clear. The true lesson woven throughout the book is that it all begins and ends with culture, an important lesson for organizations of every size."

--Ajay Banga, President and Chief Executive Officer, Mastercard
"Innovation is clearly a MUST but never comes easily. Thanks to The Change Maker's Playbook, we now have a practical, actionable guide to help tackle the non-negotiable task of delivering value through innovation."

--Emma Weisberg, Head of Global Business Marketing, Waze
"This book has become my team's manifesto. Radin inspires you to keep the momentum while laying out the steps to move through the inevitable resistance you'll face. This is the book for teams with a bold agenda."

--Dave Edelman, Chief Marketing Officer, Aetna
"An indispensable guide for marketers and those who want to truly deliver better products and experiences for their customers, not just talk about it. In her accessible and relatable way, Radin lays out the path for finding and delivering innovation essential to brand impact."

--Lewis Gersh, Founder and CEO, PebblePost
"So much of innovation focuses on developing and testing breakthrough ideas. Yet, the vast majority of these ideas fail to be adopted. Amy Radin not only focuses on the generation of innovative ideas (seeking), but also the process of shepherding those ideas through organizational hurdles (seeding), and become drivers of real organizational performance (scaling). Executives who find themselves in an increasingly fast-paced and unpredictable world would be well advised to seek counsel in The Change Maker's Playbook."

--Michael Wade, Cisco Chair in Digital Business Transformation, Professor of Innovation and Strategy, IMD
Radin's Seek, Seed, Scale framework should be in the workspace of any leader who wants to create sustainable franchises and shape the future (and not be undone by the forces at play in today's world).

--Ashok Vaswani, CEO, Barclays UK
As a fellow changemaker, I've long admired Amy Radin's impact and resilience. In The Change Maker's Playbook, she offers a practical guide to getting to the other side of change in a way that creates value and meaning. An important resource for anyone looking to innovate better.--Beth Comstock, author Imagine It Forward, and former Vice Chair, GE