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TTIP's new book now available for pre-order
18th August 2020

Andy Wynn's latest book, 'Cracking the Innovation Code - How to unlock the true potential of your business to grow through new products' is now available for pre-order from the publisher Routledge, with an official publication date of 2nd  November 2020, and you can get 20% discount using code SSB20.

Andy said about his new book, 'Really excited to be working with Routledge ( to publish my latest book. It’s been a real privilege to work with business leaders of some of the biggest companies on the planet to make this book a reality. Many thanks to all my contributors for your valuable insights and to the Routledge team for all your support.'

See what industry leaders are saying;

‘‘Part memoir and lessons learned, part ‘how to’ guide. ‘Cracking the Innovation Code’ provides a framework to identifying and resolving the ‘internal factors’ holding your organization back from realizing maximum revenue growth from R&D investments. It will be the first book I hand to new leaders.’’ Philip Clark, Global Technical Director, Automotive and Aerospace Division, 3M

‘‘Most books in this space only focus on the theories behind innovation. This book states clearly what the challenges are and how to overcome them.’’ Maurits van Tol, Chief Technology Officer, Johnson Matthey

‘‘The author’s latest book is once again a pragmatic reinforcement that successful businesses not only foster a culture of innovation, but also have strong processes and checks in place to ensure successful new product development and deployment. A great read.’’ Dominic Greensmith, President of Advanced Technology Group, DPS Engineering

“There are so many books on innovation out there it’s confusing where to start, ‘Cracking the Innovation Code’ sweeps all that aside and tells you like it is, no fancy jargon, no ‘get rich quick’ schemes, just practical business truths. Refreshing to see some honesty in this genre for a change.’’ Robert Park, Managing Director, TPPS Investment Casting

Watch an extract from Andy's interview with Maurits van Tol, CTO of Johnson Matthey, for the book on YouTube






Watch an extract from Andy's interview with Phil Clark, Global Technical Director at 3M for the book on YouTube


About the Book;

Author Dr Andy Wynn, along with contributions from leaders of some of the biggest companies on the planet (including DuPont, 3M, Johnson Matthey and Imerys), finally reveals the secret of how you can unlock the potential in your business to grow. In the follow up to his book ‘Transforming Technology into Profit’, Andy takes you on a journey that explains how the organisation and culture within your business impact your company’s ability to innovate. Using his ‘Three Tiers of Successful Innovation’, Andy reveals how to clearly identify what aspects of your business are holding back growth and how to use that information to transform your business into one that facilitates growth by revitalising the structure and culture of your business to focus employee behaviours on adding profitable new revenue streams.

Part sequel and part companion volume to his previous book, 'Transforming Technology into Profit', Andy finally ‘Cracks the Code’ on how to unleash your business’ ability to create and successfully commercialise new products. Written in the author’s trademark conversational style, ‘Cracking the Innovation Code’, offers a refreshingly practical and real-world view, written by someone who has been there and done it, and enhanced by valuable case studies and contributions from numerous senior executives who have made life-long careers out of leading innovation, and with a passion for leading industrial manufacturing businesses.











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