From Now to Next — Innovation Strategy for SME Leaders

Innovation Strategy for SME Businesses

From Now
to Next

A practical, story-driven guide to building an innovation strategy and future-proofing your business — for leaders of small and mid-sized companies.

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246 pages · 11 chapters

John Stoddard & Mark Smallwood

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Three ways to read From Now to Next

All three editions contain the complete 246-page book — including the Cariboo Boot Works story and all 11 chapters.

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Paperback

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The physical book, shipped to your door. Full color charts and diagrams.

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PDF Edition

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Free Resources

Tools to start building your innovation strategy today

Four standalone guides and tools — each available free in exchange for your email. Useful even if you haven't read the book.

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Assessment

Innovation Readiness Check

6 questions. Score your organization honestly. Instant insight into where you stand.

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Chapter 10 Guide

Why Do Your Customers Love You?

A practical guide to uncovering your real differentiators through direct customer research.

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Myth-Busting Guide

The 6 Innovation Myths

The false beliefs holding most SME leaders back — and what's true instead.

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Planning Tool

Innovation Strategy Canvas

A one-page framework for mapping your innovation priorities and opportunities.

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The Authors

Who wrote From Now to Next

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John Stoddard

Innovation Consultant · Bay Area

Business innovation consultant teaching at UC Berkeley Extension and USF. Led projects at IDEO. Client work with Cisco, Ford, P&G, and Samsung. Guides companies through strategy challenges that require a fresh perspective on their future.

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Mark Smallwood

Writer & Marketer

Writer and marketer with 35+ years in the software industry. Alumni of Oracle, Tandem Computers, Juniper Networks, Yahoo!, and several pre-IPO startups. Brings a practitioner's perspective to the business of innovation.

Latest thinking

Innovation Insights

All Articles →

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Strategy

5 Signs Your Business Model Needs an Innovation Strategy Right Now

John Stoddard · 5 min · Jan 2026

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Case Study

What the Cariboo Boot Works Story Teaches About Pivoting

Mark Smallwood · 8 min · Dec 2025

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Disruption

The 6 Innovation Myths Holding SME Leaders Back

John Stoddard · 6 min · Nov 2025