Creating Breakthrough Products Revealing the Secrets That Drive Global Innovation

ISBN-10: 0133011429

ISBN-13: 9780133011425

Edition: 2nd 2013 (Revised)

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For years, Jonathan Cagan’s and Craig M. Vogel’sCreating Breakthrough Productshas offered an indispensable roadmap for uncovering new opportunities, identifying what customers really value, and building products and services that redefine markets – or create entirely new markets. Now, the authors have thoroughly updated their classic book, adding brand-new chapters on service design and open innovation, plus new insights, best practices, and case studies from both U.S. and global companies. Their new Second Edition compares revolutionary (Apple-style) and evolutionary (Disney-style) approaches to innovation, helping decision-makers choose between them, and make either one work. Cagan and Vogel provide more coverage of Value Opportunity Analysis and ethnography, as well as new case studies ranging from Navistar’s latest long-haul truck to P&G’s reinvention of Herbal Essence. Throughout, readers will find up-to-date insights into identifying Product Opportunity Gaps that can lead to enormous success; navigating the "Fuzzy Front End" of product development; and leveraging contributions from diverse product teams – while staying relentlessly focused on customers’ values and lifestyles, from strategy through execution. Using additional visual maps and illustrations, they’ve made their best-selling book even more intuitive and accessible to both industry and academic audiences.
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Book details

List price: $39.99
Edition: 2nd
Copyright year: 2013
Publisher: FT Press
Publication date: 9/16/2012
Binding: Hardcover
Pages: 416
Size: 7.50" wide x 9.75" long x 1.25" tall
Weight: 2.2
Language: English

About the Authors
Glossary of Acronyms and Terms
The Argument
What Drives New Product Development
Redefining the Bottom Line
Positioning Breakthrough Products
Products, Services, and Product-Service Ecosystems
Identifying Product Opportunities: The SET Factors
POG and SET Factor Case Studies
The Margaritaville Frozen Concoction Maker
The BodyMedia FIT System
The GE Healthcare Adventure MRI Series
Summary Points
Moving to the Upper Right
Integrating Style and Technology
Style Versus Technology: A Brief History of the Evolution of Style and Technology in the Nineteenth and Twentieth Centuries
In the Beginning
The Growth of Consumer Culture
The Introduction of Style to Mass Production
Post-World War II Growth of the Middle Class and the Height of Mass Marketing
The Rise of Consumer Awareness and the End of Mass Marketing
The Era of Customer Value, Mass Customization, and the Global Economy
Positioning Map: Style Versus Technology
Lower Left: Low Use of Style and Technology
Lower Right: Low Use of Style, High Use of Technology
Upper Left: High Use of Style, Low Use of Technology
Upper Right: High Use of Style and Technology
Positioning Map of Margaritaville Frozen Concoction Maker
Positioning Map of BodyMedia FIT System
Positioning Map of Starbucks
Positioning Map of GE Adventure Series
Knockoffs and Rip-offs
The Upper Right and Intellectual Property
Revolutionary Versus Evolutionary Product Development
Summary Points
The Upper Right: The Value Quadrant
The Sheer Cliff of Value: The Third Dimension
The Shift in the Concept of Value in Products and Services
Qualities and a Customer's Value System: Cost Versus Value
Value Opportunities
Product Identity
Core Technology
Value Opportunity Charts and Analysis
VOA of Margaritaville Frozen Concoction Maker
VOA of BodyMedia FIT System
VOA of Starbucks
VOA of GE Adventure Series MRI
The Time and Place for Value Opportunities
VOs and Product Goals
The Upper Right for Industrial Products
The Upper Right of Commodity Products: Trading off Value among the Aluminum Can, the Plastic Bottle, and the Glass Bottle
Summary Points
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
Building an Identity
Company Identity Versus Product Identity
Building Brand Versus Maintaining Brand
Starting from Scratch: Cirque du Soleil
Redefining a Brand: Herbal Essences
Maintaining an Established Identity: Harley
Brand and the Value Opportunities
Summary Points
The Process
A Comprehensive Approach to User-Centered, Integrated New Product Development
Clarifying the Fuzzy Front End of New Product Development
A New Way of Thinking
iNPD Is Only Part of the Process
User-Centered iNPD Process
Resource Allocation
Allocating the Time Resource: Scheduling
Allocating the Cost Resource: Financing
Allocating the Human Resource: Team Selection
Summary Points
Integrating Disciplines and Managing Diverse Teams
User-Centered iNPD Facilitates Customer Value
Understanding Perceptual Gaps
Team Functionality
Team Collaboration
Negotiation in the Design Process
Team Performance
Part Differentiation Matrix
Team Conflict and the PDM
PDM and the Role of Core Disciplines
Issues in Team Management: Team Empowerment
Understand the Corporate Mission
Serve As a Catalyst and a Filter
Be Unbiased
Empower and Support the Team
Let the Team Become the Experts
Recognize the Personality and Needs of the Team
Use of an Interests-Based Management Approach
Visionaries and Champions
Summary: The Empowered Team
iNPD Team Integration Effectiveness
Summary Points
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
Using Ethnography to Understand Parrotheads
Lifestyle Reference and Trend Analysis
Ergonomics: Interaction, Task Analysis, and Anthropometrics
Task Analysis
Scenarios and Stories
Scenario Development (Part II)
Broadening the Focus
Other Stakeholders
Identifying Users in Nonconsumer Products: Designing Parts within Products
Product Definition
Visualizing Ideas and Concepts Early and Often
Summary Points
Research Acknowledgments
Further Evidence
Service Innovation: Breakthrough Innovation on the Product-Service Ecosystem Continuum
The Era of Interconnected Ecosystems: Product, Interface, and Service
Empathy Versus Logic
Traditional Service Design
Umpqua: Designing a Bank Like a Product
UPS Moves Beyond the Package Delivery Industry
The Disney Renaissance: The Ultimate Entertainment Service
Interaction Design
Interaction Through a Multisensory Interactive Teaching Tool
Summary Points
Case Studies: The Power of the Upper Right
Reinventing the Classroom with Upper Right Seating Systems: The I DEO and Steelcase Node
Ball Parks Play in the Upper Right: The Dallas Stadium and PNC Park
Innovation in Machining: Kennametal Beyond Blast Titanium Manufacturing
Electric Vehicle Innovation: Bringing Upper Right Transportation to the Twenty-First Century
Upper Right Open Innovation Partnerships between Companies and Universities
Innovation along the Highway: Navistar International LoneStar
The 50+ and Environmental Responsibilities: Designing a New Refillable Sustainable Packaging System
Making University-Industry Innovation Partnerships Work
Summary Points
Case Studies: The Global Power of the Upper Right
The BRIC Countries
Brazil: Innovation and Growth in South America
China: Haier, The First Major Chinese Global Brand
India: Design Impact and Social Responsibility in India
Be Green Packaging: The World Is Flat Meets Cradle to Cradle in Connect+Develop
DesignSingapore Council: The Third Component from the Little Country That Can
Summary Points
Where Are They Now?
Changing SET Factors
The OXO GoodGrips Peeler
The Crown Wave
Retired Case Studies
Summary Points
Future Innovators
Have Faith in the Leap
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