Death and Disruption
The vast majority of new business ventures fail. Existing businesses are under pressure of disruption. Our organizational culture is often making it worse.
Invent, Improve, and Manage
The book includes 50 success formulas derived from the world’s best business models, patterns to both invent new businesses and shift existing ones, and a practical toolkit designed for leadership and teams to collaborate.
Become an Invincible Company
Create a capability for constant reinvention by managing a portfolio of new ideas. Compete on superior business models not product, technology and price. Transcend industry boundaries.

The Book will Benefit


Senior Leaders

As a business leader you need transparency to understand which parts of your business have further potential to grow, which parts need renovation, and which parts are at substantial risk of disruption. You need to understand which initiatives have the potential to define tomorrow’s business. You aim to make sound investments in the future, while consciously managing risk.


Innovation Leaders

As an innovation leader and team you help your organization de-risk ideas that keep it growing and improving. You put the tools, processes, and metrics in place that help manage innovation. You understand how to enhance innovation opportunities by embedding them in sound business models in order to disrupt entire arenas or renovate your company’s declining business models.



As an entrepreneur your only goal is to de-risk your idea and turn it into a real business. You understand that the hard part of entrepreneurship is to constantly test, and adapt your idea based on input from the real world. You know that superior business models - rather than technology or product innovation alone - will allow you to disrupt entire industries and build a more sustainable business.



Invincible companies not only know how to design superior business models but they constantly reinvent themselves.

In The Invincible Company, we demonstrate how any organization can become unstoppable by managing a portfolio of existing businesses and by simultaneously exploring a pipeline of potential new growth engines.

The hands-on book contains several practical and essential tools including the Business Portfolio Map, Innovation Metrics, the Culture Map and a series of illustrated Business Model Mechanics.

The combination of these tools and our learnings will allow any company to forge a path toward becoming the next Invincible Company.

The Book Team


Alex Osterwalder

Dr. Alexander Osterwalder is the lead author of the international bestseller Business Model Generation, passionate entrepreneur, and in-demand speaker.


Yves Pigneur

Dr. Yves Pigneur is co-author of Business Model Generation and a professor of management and information systems at the University of Lausanne.


Alan Smith

Alan is obsessed with design, business, and the ways we do them. He cofounded Strategyzer, helping business people make stuff that customers actually want.


Fred Etiemble

Fred is an executive advisor and associate at Strategyzer. He works hand-in-hand with major companies to help them deliver innovation and business transformation outcomes.


Chris White

Chris is a multidisciplinary designer who has spent his time working on business publications, most recently as Assistant Art Director at The Globe and Mail. This is the first book he has collaborated on with the Strategyzer team.


Lucy Luo

Lucy is an innovation advisor to organizations large and small, helping them ideate and launch new products to seek breakthrough growth. 

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