Every entrepreneur wants to successfully bring their innovation to the market. But why are 90% of initiatives failing to do so? Why is it so difficult to bring an innovative idea to maturity? And how does this work specifically for techno startups, SMEs, and large corporations?

Ivo Aarninkhof uses his experience in all those branches of entrepreneurship for a roadmap that has value for innovations in all three business levels. By bringing them together as a “Trias Entrepreneurias”, Aarninkhof builds a foundation with elements such as understanding customer needs, critical parameters, and measurement system analysis. The uniqueness of this book – especially for the user who really wants to get started with it – lies in the way the hard management aspects are combined with softer characteristics, which Aarninkhof also draws from the world of volunteering. It is precisely by bringing these seemingly separate worlds together that the author creates a welcome addition to the theories of innovation and change management.