Editorial Review:
Serious Play is about serious work: how the world's leading companies model, prototype, and simulate to innovate. Increasingly, prototypes are the key platforms and models are the core media for managing risk and creating value. They allow for cost-effective creativity, encourage profitable improvisation, and inspire organizations to collaborate in unexpected ways. Serious Play is a crisply written handbook for product, process and project leaders who are determined to manage their innovation initiatives successfully. As digital technologies for modeling and simulation offer more value for less money, they provoke fundamental challenges to organizational culture and design. MIT research associate Michael Schrage asserts that conventional wisdom surrounding innovation gets turned inside out: What innovative companies choose not to model often proves more important than what they do. Contrary to the popular assumption that innovative teams generate innovative prototypes, in fact innovative prototypes generate innovative teams. How innovators play with their models and simulations invariably matters far more than what they actually plan. In fact, Schrage shows why innovative firms cannot seriously plan unless they seriously play. Drawing upon a range of companies as diverse as Walt Disney, Boeing, Merrill Lynch, General Electric, IBM, IDEO, Microsoft, Royal Dutch Shell, DaimlerChrysler and American Airlines, Schrage identifies the common patterns and practices that distinguish productive prototyping cultures from pathological ones. He explores the intimate connection between how leading innovators model reality and how they actually manage it. He examines prototyping failures as rigorously as he explains prototyping successes. The essential message of Serious Play is that tomorrow's innovations will increasingly be the byproduct of how companies and their customers behave-and misbehave-around this new generation of models, prototypes, and simulations. The distinction between serious play and serious work dissolves as technology gives innovators ever-increasing opportunities to simulate and prototype their ideas. As the media for modeling radically change, so will the organizations that use them. With real-world examples and engaging anecdotes, Schrage argues that the future of prototyping is the future of innovation. A User's Guide included in the book helps readers quickly take away the innovation practices profiled throughout. A landmark book by one of the most perceptive voices in the field of innovation, Serious Play will lay serious claim to the hearts and minds of forward-looking business managers.
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Customer Reviews
Average Customer Rating: 
Summary: Demo and Iterate in 213 pages  2008-04-29
If you already believe in creating building prototypes, don't spend the 213 pages. There are 190 pages that just say: big companies that succeed by building and iterating prototypes, and so should you. And yes, be sensible:
- don't create "full scale" prototypes and start "living the prototype"
- look at the results even if they prove something you didn't want
- don't show early protos to top management.
- remember the law of diminishing returns - stop prototyping when the value-add is small
Apart from that is has some nuggets:
- Don't plan a lot, start by building prototypes (Ready. Fire! Aim.)
- Prototypes create a conversation space, use that
- Dare to use prototypes to discuss with customers
- Create prototype driven specification and not vice versa
Readable User-Friendly Book on Innovation  2005-04-30
I am enjoying this book. I like the title "Serious Play", but I dislike the sub-title "How the World's Best Companies Simulate to Innovate". Companies don't innovate people do is my thought. I think the author could have taken this concept one step further. That is tie in the concepts of how innovation relates to chaos theory and fractals and larger concepts. The author's ideas are not that new to me because I am a project manager in a software engineering environment where prototyping and iterations is the name of the game. We have at most 3 months to make a difference, to deliver and then we are swept into the ocean of change. You have a small window of opportunity before both the game and the players change.
I think that the world may be on the verge of moving so fast that we begin to see things like the wiki, open source culture in that it takes all of us innovating collectively in serious play. Long term I wonder if you are not free, workable and now, you are not in the game.
Some concepts for me are:
1) Importance of being able to improvise in the moment
2) Prototyping both reveals the underlying power cutural structures and changes them.
3) Human beings are relationship morphing entities.
4) the importance of shared collaboration space that invite clever interactions between people.
5) Treating prototypes as conversation pieces
6) Watch for the underlying feeling of geniune fun
7) The importance of the challenge or obstacles to the game
8) We shape our models, our models shape us
9) "In order to have actionable meaning, the fuzzy mental models ... must be externalized in representations in ways... that can be grasped"
10) Prototypes force individuals to confront the tyranny of tradeoffs (i.e. difficult decisions)
11) "All models are attempt to manage the complexity by making it simpler and more accessible"
While the text is very readable I had trouble pulling out the underlying structure of the book. But I felt redeemed when I read the User's Guide at the end of the book. Interesting you would think a User's Guide would go at the beginning. Fortunately I do not read sequentially so I found that chapter fairly quickly.
Three years on, still a great book  2002-09-16
Here's the best review I can give Michael Schrage's "Serious Play": Three years on, it's consistently the first book I pull out of my bookshelf when I'm looking for ideas for presentations, thoughts on introducing new products or services, etc. His commentary on "mean-time-to-payback" is something that will stick with you for years. It's brilliant stuff, written in clear, concise terms. And, surprisingly, very little of it is dated. Unlike many books from that era, there's no .com or Enron fixation for the author to be embarrassed about. Schrage's examples are pulled from health care technology, animation, theater...in short, an eye-opening spectrum of ideas. I consider "Serious Play" one of my best purchases ever.
Preaching to the choir  2002-08-22
This is a good book for someone to read if they are skeptical of the benefits of prototypes. However, since I already know the value of interactive prototypes I became quickly tired with the book.Other critiques: it felt like the author had a bunch of cool little examples lying around and finally got the idea to put it together, surrounded by some fluffy text to make it thick enough to sell as a book, and put it on the market. Lots of space is taken up by these excerpts, as well as big text in the margins summing up "important points," which I would usually find useful but instead gave the impression of just taking up space. Also, the author makes repeated use of similes to the point that it got annoying; "Just like a is to b, c is to d." At one point, the author brings up the difference between a "simulation" and a "prototype," and just when you think the core of the matter is going to be distinguished the author backs out, leaving you wondering why they brought it up in the first place if they weren't going to take a stab at defining and differentiating them. Sorry, but given the hype I was sorely disappointed. Read the first chapter or so in a bookstore before actually buying this.
Enlightening 2002-07-11
This book gave me a very good and new insight of how to manage prototyping. It is enlightening for not only it explains and lists the topics that are important. It also gives us lots of practical examples of implementations.
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