Intrapreneuring is defined as using the entrepreneurial spirit within a large, existing organization. Lee Iacocca, Dick Bratt, and Art Fry are examples of intrapreneurs; Iacocca for the Ford Mustang, Bratt for developing abrasives from waste for Norton, and Fry for the Scotch “Post-It” note pads. These and others have been responsible for bringing exciting new products before the public from an environment that by its nature encourages the status quo and the ordinary, the large corporate bureaucracy.
Pinchot, who serves major corporations as a consultant, is widely recognized as the foremost authority on intrapreneuring. His useful guide is divided into three major sections. The first two parts guide the individual, presenting the “Intrapreneur’s Ten Commandments” and detailed profiles, or case studies, of successful innovators. The author provides a checklist for choosing ideas and suggests methods for planning. He also discuses in detail the critical problem of finding and choosing a sponsor.
The third section is perhaps the most important. It is addressed to the top executives whose cooperation is essential to create the kind of environment that allows intrapreneurs to function successfully. Intrapreneurship cannot exist where there is rigid “turfiness” and an excessive fear of risk. Though as much a pep talk as a manual, INTRAPRENEURING is valuable for the extraordinary person willing to follow the first of the “Ten Commandments": “Come to work each day willing to be fired.”