Most products fail. Some succeed. A few redefine their markets-or even create entirely new markets.
This book is about what it takes to create those breakthrough products and services.
Drawing upon nearly a decade of advanced research, Jonathan Cagan and Craig M.
Vogel identify the key factors associated with successful innovation--and offer a revolutionary approach to building tomorrow's great products.
It helps you: gain real insight into emerging trends-in both consumer and industrial markets; identify Product Opportunity Gaps that can lead to entirely new markets; navigate the "Fuzzy Front End" of the product development process, when products and markets aren't yet defined; make appropriate use of both qualitative and quantitative tools; connect strategic planning and brand management to product development; and build diverse product teams that work together smoothly. "Creating Breakthrough Products" transforms innovation from serendipity to science, giving you tools for creating products that change the rules of the game and achieve significant competitive advantage. "Cagan and Vogel have nailed it!This is the first book I have read which addresses the three key areas of modern product development: understanding the value dimension, understanding the branding dimension, and understanding the consumer dimension.
The authors successfully knit these concepts together into an effective and readable continuum that provides usable insight and tools that anyone in a product development role can use." - Charles JonesVice President, Global Consumer Design, Whirlpool Corporation. "Anyone interested in the design of everyday things in our lives would appreciate this book.
It shows how good design can be made and why there is no longer any excuse for not having it in all the things we love to use." - Bruce Nussbaum, Editorial Page Editor and Design Editor, BusinessWeek. "Cagan and Vogel's "Creating Breakthrough Products' is an engaging and insightful look at innovation.
The authors have chosen their case studies widely and wisely, and they have produced a book that should find a receptive readership among the diverse membership of successful product development teams." - Henry Petroski, author of "Invention by Design" and "The Evolution of Useful Things"."Cagan and Vogel have written a straightforward, easy-to-follow book that describes the how to's of great product development.
Full of case studies and examples, their book provides important insight for the novice as well as the veteran product developer." - Nancy Philippart, Director, Product Development, Accessories, General Motors Corporation. "In a business where the shelf life of your product is a weekend, I found the book's approach to a disciplined strategic team concept (iNPD) to be an invaluable tool in marketing strategies where identifying and targeting customers is paramount.
Essentially every film is a new product and "breakthrough product" is the name of the game.
Now, thanks to Cagan and Vogel, there is finally a mantra for the next millennium: form and function must fulfill fantasy." - Anthony Sella, Executive Vice President of Advertising and Marketing, Creative Director, Twentieth Century Fox. "Whether you're new to the game and don't want to break something on the way to the next salary grade, or you are experienced and want to push your company to new levels of performance and innovation in today's marketplace, I highly recommend spending time with this book."- Lou Lenzi, Vice President, New Media Services SBU, Thomson Multimedia Inc. "As one of the participants with Professors Cagan and Vogel in the Carnegie Mellon Integrated Product Development course work, we have seen first hand the benefits of the "breakthrough conceptualizing" and "movement to the Upper Right" tools expounded in this book.
Clearly the case studies presented speak for themselves and provide a business model for innovation in any industry." - Gurminder S.
Bedi, Vice President, North American Truck, Ford Motor Company.
