Estimated reading time: 3 minutes

Dan's Biz Bookshelf: 'Serial Innovators'

If you’re fascinated by the companies that drive our economy, Serial Innovators: Firms that Change the World by Claudio Feser is a must-read. This book dives into the DNA of firms that innovate, evolve, and impact the world. Feser examines the cultural and operational factors that keep these firms on the cutting edge, sharing company case studies and key insights into the fascinating and sometimes unexpected methods that set transformative firms apart.

Feser focuses on companies that aren’t content with one excellent product or service but continue to innovate time and again. Companies highlighted include 3M, Johnson & Johnson, and Procter & Gamble (P&G). All responded to market demands, technological advancements, and societal shifts. Using case studies, Feser breaks down how these companies adapt and remain resilient byfostering a culture of curiosity, putting customer’s needs first, and taking risks.

Each chapter focuses on a different company. With 3M, Feser highlights its decentralized structure, coupled with its strong emphasis on R&D, enabling it to develop iconic products, from Post-it® Notes to advanced medical adhesives. Feser also shares how 3M supports its employees’ creativity, encouraging them to spend time working on personal projects—a practice that has yielded some of its most successful products.

With Johnson & Johnson, Feser discusses how the company’s credo, written in the 1940s, maintains its ongoing commitment to ethical decision-making and quality. This guiding principle has helped Johnson & Johnson earn customer loyalty and weather crises. Feser also highlights how Johnson & Johnson’s commitment to quality has led to innovations in consumer health, pharmaceuticals, and medical devices, cementing the company’s place as an industry leader.

One of Feser’s compelling arguments is that a company’s culture often matters more than any single innovation. A strong culture that values adaptability and accountability allows firms to survive even the toughest times. P&G is a prime example. Feser illustrates how the company’sstructured approach to leadership and innovation—especially its focus on consumer insights—has allowed it to develop an unmatched portfolio of household brands. By placing a premium on understanding customer needs, P&G continues to innovate, making incremental changes that keep it ahead of its competitors.

Serial Innovators also provides actionable insights for leaders. Feser encourages executives and entrepreneurs to cultivate a “practical idealism” mindset that balances big dreams and the willingness to confront realities. He emphasizes that leaders should never get too comfortable,but always think about what’s next. This proactive mindset has been instrumental for companies like Sony and IBM, which have undergone major transformations to remain relevant.

Serial Innovators is a refreshing take on what it means to build an excellent company. This book is a must-read, especially for those interested in long-term growth and sustainability. Whether you’re a small business owner or a corporate executive, this book will inspire you. Serial Innovators is also a reminder that innovation isn’t a onetime event—it’s a way of life for companies that continually change the world.

Dan Beaulieu is president of D.B. Management Group.

Title: Serial Innovators: Firms that Change the World
Author: Claudio Feser
Copyright: 2011 Wiley
Pages: 224
Price $28.51 (Amazon)