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Intended Consequences: How to Build Market-Leading Companies with Responsible Innovation Hardcover – January 25, 2022
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A pioneering venture capitalist provides an actionable framework for founders and executives to create innovative, enduring companies built for growth and for societal good.
The Milton Friedman philosophy that companies exist only to increase shareholder value is dead and buried. The old Silicon Valley tenets of “move fast and break things,” minimum viable products, and hyper engagement at any cost must be replaced with new principles for an era of responsible innovation. We can no longer manage businesses solely for growth. With innovation comes responsibility: to generate returns beyond profits and to recenter technology as a force for good in the world. This requires a shift in the way organizations approach and value work.
A company’s mindset―its intent to do good, avoid harmful consequences, and innovate responsibly―is not enough. That mindset must be supported by a business model, a mechanism that leaders must intentionally and proactively build along with the company from the ground up, one that incentivizes and rewards the organization for fulfilling its intentions. Companies need a new set of KCIs, or key consequence indicators, that measure factors such as its impact on customers’ energy consumption, whether its product is being used equally across socioeconomic groups, or if it is actually solving the social problem it is addressing. Not only is this the right thing to do―increasingly, it is what customers, employees, and shareholders demand of business.
In this inspiring, practical, and actionable guide, Hemant Taneja:
- lays out the argument for why a new model of company building and leadership is necessary―and how it can lead to better performance
- explores why social-good businesses are some of the greatest opportunities today, detailing examples of billion-dollar startups that are addressing inequality, climate change, systemic societal problems, and chronic disease―all while generating profit and positive shareholder returns
- presents a topic-by-topic road map that addresses business models, artificial intelligence, ethical growth, culture, governance, and good citizenship
- Print length208 pages
- LanguageEnglish
- PublisherMcGraw Hill
- Publication dateJanuary 25, 2022
- Dimensions6.25 x 1 x 9.5 inches
- ISBN-101264285493
- ISBN-13978-1264285495
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Editorial Reviews
From the Back Cover
"Intended Consequences thoughtfully outlines how and why capitalism must change in the twenty-first century. This important book should be required reading in every business school and boardroom in America."
—Tom Steyer, investor, activist, and former candidate for US President
"Hemant Taneja and Kevin Maney lay out a thoughtful and robust playbook for how business leaders can and should build a culture of responsibility behind the companies and innovations they bring to market. As the authors rightly assert, if your technology disrupts, you must also repair—an approach that benefits not only companies but workers and society as well. Intended Consequences is a must-read."
—Penny Pritzker, founder of PSP Partners and former US Secretary of Commerce
"Intended Consequences provides a blueprint for founders, investors, and leaders who aspire to build transformative businesses where impact is a fundamental feature. Hemant is a gifted thinker and one of the few people I know with the mind and courage to steer technology in the right direction. This is a must-read for anyone motivated to change the world."
—Jim Breyer, founder and CEO of Breyer Capital
"A prescription for a healthier society, this book describes a proactive approach to creating durable companies intentionally designed to make the world a better place."
—Marc Harrison, MD, President and CEO of Intermountain Healthcare
"An urgent book from one of the world's most forward-thinking venture capitalists. The argument in Intended Consequences is built on a searing critique of companies that rush to innovate without consideration of the potentially toxic ripple effects, but the real power in the book comes from its playbook on how to build companies that innovate responsibly, with a more thoughtful, values-driven intentionality. A vital read for any founder committed to building a future-fit business."
—Youngme Moon, Donald K. David Professor of Business at Harvard Business School and author of Different
"Hemant makes a powerful case for why companies must own their impact on society. As company builders, we have an opportunity to take on humanity's greatest challenges (climate change, inequality) and to transform vital frontiers (healthcare, energy, finance). Hemant shares a framework for leaders to build intentionally and to create a positive, enduring societal impact. This thesis is the start of a critical global discussion among investors, business leaders, and innovators about how we must harness the power of capitalism and responsible innovation for good above all else."
—Ashwini Zenooz, President and CEO of Commure
"Intended Consequences provides invaluable guidance for the emerging data enterprise of the twenty-first century. Taneja and Maney point the way toward a future shaped not by zero-sum trade-offs among stakeholders but by fresh approaches and values-based choices. And while their focus is on startups, the lessons are equally applicable to established enterprises, as we move into a new era of stakeholder capitalism."
—Jon Iwata, Executive Fellow at the Yale School of Management and former Chief Brand Officer of IBM
"This is a powerful and paradigm-shifting book, which argues—as I firmly believe—that it is not only possible but imperative that today's entrepreneurs and investors do well by doing good in the world. The businesses that will endure and have generation-defining, category-defining impact will do so because they seek to solve real social problems, align their business models with their intentions, and hold themselves accountable for creating lasting outcomes."
—Toyin Ajayi, cofounder and President of Cityblock Health
"Throughout my career, I've had the privilege of working in innovative environments focused on making a difference. Responsible innovation matters and is foundational in the era of stakeholder capitalism. Intended Consequences not only thoughtfully articulates why responsible innovation matters but also provides a framework and actionable plan to incorporate it into the nucleus of a company."
���Robin Washington, healthcare entrepreneur and former Chief Financial Officer of Gilead Sciences
About the Author
Kevin Maney is a founding partner of Category Design Advisors. A technology journalist, he has written for dozens of media outlets, including USA Today, Fortune, Wired, and Newsweek, and has appeared regularly on radio and television, including NPR, CNN, CNBC, and CBS Sunday Morning. Maney is the coauthor of the bestseller Play Bigger, the New York Times bestseller The Two-Second Advantage, The Maverick and His Machine, UnHealthcare, and Unscaled, among other titles.
Product details
- Publisher : McGraw Hill; 1st edition (January 25, 2022)
- Language : English
- Hardcover : 208 pages
- ISBN-10 : 1264285493
- ISBN-13 : 978-1264285495
- Item Weight : 2.31 pounds
- Dimensions : 6.25 x 1 x 9.5 inches
- Best Sellers Rank: #954,776 in Books (See Top 100 in Books)
- #5,778 in Entrepreneurship (Books)
- #7,990 in Business Management (Books)
- #9,977 in Leadership & Motivation
- Customer Reviews:
About the author
![Kevin Maney](https://cdn.statically.io/img/m.media-amazon.com/images/S/amzn-author-media-prod/1olc8di8kqe8ighgodpkmq2um8._SY600_.jpg)
Kevin Maney is a bestselling author, award-winning columnist, and founding partner at Category Design Advisors (CDA).
His critically-acclaimed book, Play Bigger: How Pirates, Dreamers and Innovators Create and Dominate Markets, introduced business to the idea of category design and has sold more than 250,000 copies worldwide. As a founding partner of CDA, Maney has helped leadership teams at hundreds of companies all over the world focus their strategic thinking through category design.
Maney’s most recent book is his first novel, Red Bottom Line. Set in Moscow in 1991, it’s based on his reporting as a journalist covering the breakup of the Soviet Union.
Maney’s most recent business book is Intended Consequences: How to Build Market-Leading Companies with Responsible Innovation, co-authored with Hemant Taneja, managing director of VC firm General Catalyst. Maney and Taneja also collaborated on UnHealthcare: A Manifesto for Health Assurance, out in 2021, and Unscaled: How AI and a New Generation of Upstarts Are Creating the Economy of the Future. They are now at work on a fourth book.
Maney co-authored, with TIBCO CEO Vivek Ranadive, The Two-Second Advantage: How We Succeed by Anticipating the Future...Just Enough. Merging brain science and computer science, it was a 2011 New York Times bestseller, and anticipated much of the conversation we’re now having about artificial intelligence.
Maney also co-wrote Making the World Work Better, which marked IBM’s centennial in 2001. More than 600,000 copies are in print in a dozen languages. His other books include Trade-Off: Why Some Things Catch On, and Others Don't, The Maverick
and His Machine: Thomas Watson Sr. and the Making of IBM and Megamedia Shakeout.
Maney has been a contributor to Newsweek, Fortune, The Atlantic, Fast Company, CNN and ABC News, among other media outlets. He was a contributing editor at Conde Nast Portfolio during its brief run from 2007 to 2009. For 22 years, Maney was a columnist, editor and reporter at USA Today.
He’s appeared frequently on television and radio, including CBS Sunday Morning and NPR, and lectures at conferences and universities, including New York University, UNC in Chapel Hill, and his alma mater, Rutgers.
Kevin lives in New York, and plays music with other New York rockers in a band called Total Blam Blam.
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Finished the book over 3 sessions. Easy & great read with many examples, stories, points, etc.
Definitely worth the read.
As an operator investor, I too believe that "the most successful companies from now on will exist to increase the quality of life on this planet". In the past, it's been easy to use these themes as a nice topping of the brand-cake but this book makes it all very logical, concrete, and approachable. At the end of the day, building a company just to make money OR making it do good is relatively easy - but making both happen at the same time, that’s hard. The author levels the playing field as he speaks from his own first-hand experience and has shown it is possible to create outstanding returns while doing good.
The book is a must-read for any founder, ceo, investor, management team, leader... heck, even we parents and our children should read it as we’re growing next generation of innovators, ones who will solve the hardest problems in near future.
I’m still in a bit of awe at how deeply this book resonated, can’t get it out of my head. I’ve already started to put its ideas into action in a couple of my companies. Early good signs. I can see KCIs becoming equally as important metrics as KPIs are. Ask me in five years how did we do:)
This book gives 1) hope, hope that technology will be used for good, and 2) validation & justification to some thoughts our community has been coining in the past but with no real context nor framework, 3) fresh acid tested ideas for us to put into action.
This book moves mountains.