MEASURES OF prototyping paybacks

As an organization's ability to innovate cost‐effectively becomes evermore important so too does its need to develop a provocative metrics culture that both complements and reinforces its prototyping culture. In this extract from Serious Play: How the world's best companies simulate to innovate — a book Tom Peters says he wishes he had written — Michael Schrage shows how prototypes are stimulating new thinking about and new practices in innovation metrics.