The Science of Serendipity

How to Unlock the Promise of Innovation in Large Organizations: by ?What If! Co-founder and Chairman Matt Kingdon. Order yours now!

Innovation. The word might make you think of Silicon Valley. But innovation isn’t the sole province of startups. They didn’t invent it, and they’re not always the ones from which we can best learn.

As Matt Kingdon argues in The Science of Serendipity, it’s corporate innovators battling within large, established organizations who are the field’s real heroes. Tapping into 20 years of experience on the front lines of innovation—bringing new products and services to market and helping organizations become more innovative—Kingdon dissects the ways in which corporations are continually reborn. He looks at the anatomy of innovation, asking: How do time-pressed executives go about taking risks? How do they prepare to see—and seize—opportunity? And how do you place humans, with all of their fears and foibles, at the heart of commercial success?

In a conversational, jargon-free style built on a practitioner’s observations and anecdotes, The Science of Serendipity traces the dilemmas that executives in a wide variety of firms face. It details the steps taken to overcome the issues and get great ideas across the goal line. If you’re looking for a guide in your battle against the corporate machine, this is the business book for you.

Order your copy in the U.K. (here) or pre-order in the U.S. (here).


The ultimate ‘how to’ guide for the corporate innovator! Matt is the champion of all those hard working people trying to make innovation work at scale.”
Sir Charles Allen, CBE

In an inspirational and practical book, Matt explores the ‘logic of magic’ at work and gives us new tricks to make it happen! Read only if you are ready to behave accordingly!
Marc Mathieu, Senior Vice President, Unilever

Matt Kingdon has woven twenty years of front line innovation experience into a compelling offering for the many heroic innovators working against the odds in established organisations.
Bottom line: you are not alone and this is the practical guide for you
John Kao, Creator of Harvard Business School’s innovation course, Chair World Economic Forum, author of Jamming, Founder of The Institute of Large Scale Innovation and Frank Zappa’s keyboard player

One of the rare business books that you will actually read from start to finish.”
Julian Birkinshaw, Professor of Entrepreneurship and Innovation, London Business School

"[I]n this engaging, entertaining, inspirational and well-structured book he explains what innovation looks like and suggests ways that companies of all sizes and across all sectors can get better at it."
Richard Cree,

FROM the greenhouse