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Creating Breakthrough Products: Innovation from Product Planning to Program Approval (Financial Times)by Jonathan Cagan
Synopses & Reviews
Creating Breakthrough Products identifies key factors associated with successful innovation, and presents an insightful and comprehensive approach to building products and services that redefine markets — or create new ones. Learn to identify Product Opportunity Gaps that can lead to enormous success; control and navigate the "Fuzzy Front End" of the product development process; and leverage contributions from diverse product teams — while staying relentlessly focused on your customer's values and lifestyles.
Book News Annotation:
Cagan and Vogel (mechanical engineering, design, Carnegie Mellon University) explore what it takes to develop breakthrough products that redefine their markets or create new ones. They identify factors associated with successful innovation, and offer insight into emerging trends in consumer and industrial markets. They show how to make appropriate use of both qualitative and quantitative tools, how to connect strategic planning and brand management to product development, and how to build teams that work together smoothly.
Annotation c. Book News, Inc., Portland, OR (booknews.com)
Table of Contents
1. What Drives New Product Development.
Redefining the Bottom Line. Identifying Product Opportunities: The SET Factors. POG and SET Factor Case Studies.
2. Moving to the Upper Right.
Integrating Style and Technology. Style vs. Technology: A Brief History of the Evolution of Style and Technology in the 19th and 20th Centuries. Middle Class and the Height of Mass Marketing. Positioning Map: Style vs. Technology. Positioning Map of Starbucks. Knockoffs and Rip-offs. Revolutionary vs. Evolutionary Product Development.
3. The Upper Right: The Value Quadrant.
The Sheer Cliff of Value-The Third Dimension. Value Opportunities Value Opportunity Charts and Analysis. The Time and Place for Value Opportunities. The Upper Right for Industrial Products.
4. The Core of a Successful Brand Strategy: Breakthrough Products and Services.
Brand Strategy and Product Strategy. Corporate Commitment to Product and Brand. Corporate Values and Customer Values. Managing Product Brand. Starting from Scratch: Iomega. Maintaining an Established Identity: Harley. Brand and the Value Opportunities.
5. A Comprehensive Approach to User-Centered, Integrated New Product Development.
Clarifying the Fuzzy Front End of New Product Development. User-Centered iNPD Process. Resource Allocation.
6. Integrating Disciplines and Managing Diverse Teams.
User-Centered iNPD Facilitates Customer Value. Understanding Perceptual Gaps. Team Functionality. Part Differentiation Matrix. Issues in Team Management: Team Empowerment. iNPD Team Integration Effectiveness.
7. Understanding the User's Needs, Wants, and Desires.
Overview: Usability and Desirability. An Integrated Approach to a User-Driven Process. Scenario Development (Part I). New Product Ethnography. Lifestyle Reference. Ergonomics: Interaction, Task Analysis, and Anthropometrics. Scenario Development (Part II). Broadening the Focus. Product Definition. Visualizing Ideas and Concepts Early and Often. Research Acknowledgements.
8. Case Studies: The Power of the Upper Right.
Overview of Case Studies.
9. Automotive Design: Product Differentiation through User-Centered iNPD.
The Dynamic SET Factors of the Auto Industry. The Design Process and Complexities. Breaking Down the Process. Positioning: Product Differentiation. The Retro Craze. A Case Study of iNPD at Carnegie Mellon University. Implications of User-Centered iNPD on the Auto Industry.
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