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Videos

  • Larry Keeley | Making B2B Breakthroughs Routine Instead of Rare
    Larry Keeley | Making B2B Breakthroughs Routine Instead of Rare
  • Innovation Talks with Larry Keeley, Design and Innovation Expert
    Innovation Talks with Larry Keeley, Design and Innovation Expert
  • 10 Types of Innovation | Larry Keeley | SingularityU South Africa Summit
    10 Types of Innovation | Larry Keeley | SingularityU South Africa Summit
  • Larry Keeley, Doblin - The new rules of innovation pt. 1 | #BBDSummit
    Larry Keeley, Doblin - The new rules of innovation pt. 1 | #BBDSummit
  • Larry Keeley | Organization of Innovation | SingularityU Brazil Summit
    Larry Keeley | Organization of Innovation | SingularityU Brazil Summit
  • Ten Types of Innovation: A 360 Degree View of What Makes An Exponential Impact
    Ten Types of Innovation: A 360 Degree View of What Makes An Exponential Impact
  • SDGC17 | Larry Keeley: Finding the future first
    SDGC17 | Larry Keeley: Finding the future first
  • Forcing Secrets Out of Innovation | Larry Keeley | SingularityU India Summit 2017
    Forcing Secrets Out of Innovation | Larry Keeley | SingularityU India Summit 2017
  • TEDxAcademy - Larry Keeley - Flipping Adversity to Advantage
    TEDxAcademy - Larry Keeley - Flipping Adversity to Advantage
  • Larry Keeley
    Larry Keeley
  • Larry Keeley- President & Co-Founder, Doblin
    Larry Keeley- President & Co-Founder, Doblin
  • Design for the Opportunity Society: the 21st Century Plan of Chicago | Larry Keeley | TEDxChicago
    Design for the Opportunity Society: the 21st Century Plan of Chicago | Larry Keeley | TEDxChicago

Learn More About Larry Keeley

In todayโ€™s new economy, leading businesses like Amazon and Airbnb function as digital platforms within a broader ecosystem rather than as standalone organizations. The innovative company of the future will depend on its ability to be connected to hundreds or thousands of other firms of various sizes, and within multiple industries. Straight-talking design and innovation expert Larry Keeley has studied and analyzed companies for nearly four decades. His most recent work has focused on advising organizations on managing this often-bewildering transition from a โ€œlone wolfโ€ idea of the corporation to seeing oneโ€™s business as inhabiting a โ€œcoral reefโ€ of interactive entities.

Keeleyโ€™s framework for identifying opportunities and implementing an innovation strategy was codified in his acclaimed book, โ€œThe Ten Types of Innovation and the Discipline of Building Breakthroughsโ€ (Wiley, April 2013), co-written with Helen Walters, Ryan Pikkel and Brian Quinn. Using a list of more than 2,000 successful innovations, including Cirque du Soleil, early IBM mainframes and the Ford Model-T, the authors applied a proprietary algorithm to determine ten meaningful groupingsโ€”the Ten Types of Innovationโ€”that provide insight into corporate transformation. More recently, Keeley has zeroed in on ways companies can manage seamless orchestration across ecosystems of other firms. He urges his clients, which have included such brands as American Express, Apple, Boeing, McDonaldโ€™s and Pfizer, to see their role as being not to compete in a โ€œwinner takes allโ€ environment but rather to cooperate for mutual benefit. As companies like Amazon rise to dizzying heights by aggregating fellow businesses large and small, Keeleyโ€™s prescriptions become increasingly relevant and prescient by the day.

Keeley is co-founder and former president of Doblin Inc., an innovation strategy firm known for pioneering comprehensive systems that materially improve innovation success rates. Doblin is now a unit of Deloitte Consulting LLP, where Keeley previously served as a director. Bloomberg BusinessWeek named Keeley one of seven Innovation Gurus who are changing the field, and specifically cited Doblin for having many of the most sophisticated tools for delivering innovation effectiveness. In 2010, they also selected Keeley as one of the 27 most influential designers in the world.

Keeley teaches graduate innovation strategy classes at the Institute of Design in Chicago, the first design school in the U.S. with a Ph.D. program, where he is also a board member. He lectures in executive education programs at Kellogg Graduate School of Management and is an adjunct faculty member for their core MBA and Master of Manufacturing Management program, where he was recently named a Distinguished Fellow. Keeley also serves as a member of Mayo Clinicโ€™s External Advisory Board which, combined with Doblinโ€™s applied innovation tradecraft, has been credited with helping Mayo Clinic to create advanced innovation initiatives to transform one of the worldโ€™s leading healthcare providers in the midst of radical industry shifts.

Keeleyโ€™s keynotes and presentations can be tailored to any industry, as his own career as an analyst and consultant has never been confined to a single field. An indispensable advisor to companies across the business spectrum, Keeley is renowned for his highly entertaining, โ€œtell it like it isโ€ speaking style, exhibiting a refreshing degree of clarity and relatability in a world filled with incomprehensible jargon. His speaking and advisory services help organizations chart their own path toward innovation and growth in a radically changing world.

Larry Keeley is available to advise your organization via virtual and in-person consulting meetings, interactive workshops and customized keynotes through the exclusive representation of Stern Speakers & Advisors, a division of Stern Strategy Groupยฎ.

Larry Keeley was last modified: October 3rd, 2025 by Justin Louis

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Ten Types of Innovation

As the pace of change continues to increase, innovation is no longer optional for firms, itโ€™s imperative. Customers demand it. Competitors will outflank you if you donโ€™t achieve it. Talented employees wonโ€™t join your firm if you donโ€™t deliver it. Analysts expect it. Investors reward it. And yet most people still believe in primitive myths about innovation that are simply not true.ย Most people equate โ€œinnovationโ€ with โ€œnew products.โ€ Through a decade of analysis, Larryย Keeleyย has identified nine other types, and innovators overlook them at their peril. As it happens, product innovation alone has the lowest return on innovation investment. Keeley widens the frame to include innovation in customer experience, business models, core and enabling processes, channels, brand and more. Through these enabling innovations companies have enjoyed sustainable success, such as Wal-Martโ€™s real-time inventory management systems, Appleโ€™s digital media platform and Targetโ€™s customer experience approach. Larry gives a lively account of the hype and reality of making innovation happen.

Navigating the Innovative Ecosystem

Historically, companies have seen their goal as being to dominate โ€“ or at least capture sizable market share in โ€“ their own industries. Innovation and growth were geared toward besting similar competitors and amassing wealth and clout as a standalone player. But according to Larry Keeley, the modern digital economy makes that approach obsolete and counterproductive. As major conglomerates built on the old model face decline, innovative powerhouses like Amazon and Alphabet dominate through a new model: navigating a complex, multi-industry ecosystem. The biggest corporate stars of the past decade have been digital platforms that bring together and utilize the efforts of hundreds or thousands of other firms and millions of individuals. And future innovation will depend on companies being able to find their roles in the dynamic โ€œcoral reefโ€ of global business. In this presentation, Keeley reveals the realities of the new normal for innovative business models and, tailoring his approach to individual industries and companies, offers tools for implementing the right strategy.

Recognized as one of the โ€œWorldโ€™s Most Influential Designersโ€

Bloomberg BusinessWeek