The Innovator’s DNA is the ‘how-to’ manual to innovation. Buy it now and read it tonight. Tomorrow you will learn more, create more, inspire more.”

scott d. cook

Cofounder and Executive Committee Chairman

Innovator's DNA

Featured in

Mastering the five skills of
disruptive innovation

“How do I find innovative people for my organization? And how can I become more innovative myself?” These are questions that stump senior executives, who understand that the ability to innovate is the “secret sauce” of business success.

In searching for answers, we undertook an in-depth study to uncover the origins of creative—and often disruptive—business strategies in the world’s most innovative companies. We studied the habits of fifty innovative leaders and surveyed more than 25,000 executives and 2,500 entrepreneurs in more than seventy-five countries who had started innovative companies or invented new products, processes, and services.

We found that innovators must consistently act different to think different. By understanding, reinforcing, and modeling the innovator’s DNA, companies can find ways to more successfully develop the creative spark in everyone.

"The Innovator's DNA sheds new light on the once-mysterious art of innovation by showing that successful innovators exhibit common behavioral habits - habits that can boost anyone's creative capacity."

Stephen R. Covey
Author of New York Times bestselling, "The Seven Habits of Highly Effective People"

"Having worked with Clayton Christensen on innovation for over a decade, I can see that The Innovator's DNA continues to stretch our thinking with insights that challenge convention and enable progress in the important cause of innovation . . . so critical to competitiveness and growth."

A. G. Lafley

Retired Chairman & CEO of Procter & Gamble, co-author of “Playing To Win"

"The process of low-end disruption is beautifully described in Clayton Christensen’s series of books: The Innovator’s Dilemma, The Innovator’s Solution and The Innovator’s DNA. If you haven’t read them, you should."

Tech Crunch

"The Innovator’s DNA shows where it all starts. This book gives you the fundamental building blocks for becoming more innovative and changing the world. One of the most important books to come out this year, and one that will remain pivotal reading for years to come.”

Marc Benioff

Cofounder, Chairman & CEO of Salesforce, author of New York Times bestseller "Trailblazer"

Since its publication in 2011 and revision in 2019, “The Innovator’s DNA” has been translated into fourteen languages—including Italian, Chinese, Spanish, French, and Japanese.

“The tough thing is figuring out what questions to ask. Once you do that, the rest is easy."

Elon Musk
Co-founder and leader of Tesla, SpaceX, Neuralink and OpenAI