This guide explores the topic of managing innovation, focusing on innovation theory, historical development of products and services, and pathways of future development. It uses the case of Deliveroo, a popular online food delivery company, to illustrate the concepts. The guide also discusses the diffusion of innovation theory and its advantages and disadvantages. It highlights how Deliveroo uses the business canvas model to add value to its customers. Additionally, it provides insights into the historical development of Deliveroo and its growth as a successful company.