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12 Innovation Principles

Inside Google's Ideation Machine

A practical guide to innovation from ideation to impact. Learn the frameworks and mindsets that power breakthrough thinking at one of the world's most innovative companies.

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Elie Bursztein

Distinguished Scientist at Google/DeepMind

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12 Innovation Principles book cover

12

Chapters

3

Parts

15+

Years of Experience

The Innovation Journey

From finding the right idea to building a lasting legacy of innovation, this book guides you through the complete innovation lifecycle.

Part 1

Ideate

Find the right idea to disrupt your field. Learn where breakthrough ideas come from and how to evaluate their potential.

Chapters:

  • 1 Seek the Alpha
  • 2 Target the Right Area
  • 3 Uncover Your Moonshot
  • 4 Assess Long-Term Viability
Part 2

Build

Turn your idea into a launched product. Navigate execution, survive the adoption curve, and scale to capture the market.

Chapters:

  • 5 Chart Your Course
  • 6 Use Tracer Bullets
  • 7 Blitz-Scale
  • 8 Know When to Call It
Part 3

Legacy

Build an organization that remains innovative. Create the culture, structure, and portfolio to sustain long-term success.

Chapters:

  • 9 Cultivate the Mindset
  • 10 Build the Culture
  • 11 Design the Organization
  • 12 Manage the Portfolio
Explore All Chapters

Who Is This Book For?

A companion for every stage of the innovation lifecycle

Part I: The Spark

For researchers, software engineers, and early-stage entrepreneurs who have the aspiration to innovate but need a framework to formalize it.

Part II: The Build

For individuals and teams in the trenches of bringing an idea to market. Focuses on navigation, execution, and surviving the adoption curve.

Part III: The Legacy

For established business leaders focused on longevity and relevance. Guides executives on orchestrating cultural and organizational shifts.

About the Author

Elie Bursztein

Distinguished Scientist at Google/DeepMind with 15+ years of experience driving innovation across some of the world's most impactful products.

From Gmail security to AI research, Elie has led teams that protect billions of users and pioneered breakthroughs in machine learning. His unique superpower is the ability to intuit the next big thing and take ideas from 0 to 1.

Gmail Google Security DeepMind AI Research
Learn more at elie.net
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