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

Author: Radin, Amy

Publication Date:

September 2018



Original language and publisher

English | City Point Press


Business & Leadership

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

Author: Radin, Amy

  • 2 Seas Represents: Dutch, French and Nordic rights.


“Innovation is clearly a MUST, but never comes easily. Thanks to Amy Radin, we now have a practical, actionable guide to help us tackle the non-negotiable task of delivering value through innovation.” Emma Weisberg, Head of Global Business Marketing, WAZE

“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

“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

“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

“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…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

“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’sSeek, 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

Amy is the perfect amount of crazy. Every brilliant creator or disruptor has to have some crazy running through their veins, and Amy balances that perfectly against her wealth of experience. Amy has been a terrific thought partner throughout the MVP stage, and should be keenly sought by everyone.” Dax Hamman, Co-founder, Reinvent Partners, Co-founder and Chief Revenue Officer, CHANGO (acquired by The Rubicon Project)

Amy Radin, nationally recognized Fortune 100 Chief Marketing and Innovation officer, startup adviser, consultant and board member, gives business leaders charged with the daunting but non-negotiable task of innovating, a partner in that work. Drawing upon both personal successes and lessons learned, and from interviews with nearly 50 corporate innovators, founders, and investors, she offers a wealth of valuable stories, tools, and advice. Every chapter will help users increase their innovation effectiveness, provide ready-to-apply techniques, and assure progress towards creating new sources of value and growth.

The fast and furious forces of change stimulated by technology, demographics, lifestyles, and economic, environmental, political and regulatory impacts – or any number of these in combination – are easy to see. They are easy to talk about and easy to intellectualize. The thing is, they are not easy to implement/execute and require nuanced combinations of leadership, skills, strategy and tactics. On top of that, innovation has moved from an abstraction that will matter at some distant date to a front-and-center deliverable that must show evidence of impact in the space of the calendar quarter.  Radin’s 9-part framework stemming from her own experience sitting in innovation hot seats, reduces the messiness, uncertainty, and unpredictability in innovation, and gives leaders the tools to increase the potential for upside and feel more in control of potential risk.

Amy J. Radin built a track record of success moving ideas to performance at Citi, American Express, E*TRADE and AXA. This is her first book and captures her field-tested experience as the top executive accountable for achieving innovation. She serves on the Board of the American Institute of Chartered Public Accountants, where she is advising on marketing strategy and the impact of technology and workforce disruption on accounting and financial advisory services for 650,000 members across the globe. She is a graduate of The Wharton School and Wesleyan University.