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Creating Breakthrough Products: Revealing the Secrets that Drive Global Innovation

Creating Breakthrough Products: Revealing the Secrets that Drive Global Innovation

ISBN 9780133011425
Edition 2
Publisher Financial Times Prentice Hall
Publication Date
For years, Creating Breakthrough Products has 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 global innovation, plus new insights, best practices, and case studies from both U.S. and global companies. Their new Second Edition presents: Revolutionary (Apple-style) and evolutionary (Disney-style) approaches to innovation: choosing between them, and making either one work More coverage of Value Opportunity Analysis and ethnography New case studies ranging from Navistar's latest long-haul truck to P+G's reinvention of Herbal Essences, plus updates to existing cases
New coverage of the emerging environment of product-service ecosystems
Additional visual maps and illustrations that make the book more intuitive and accessibleReaders will find new 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 their customers' values and lifestyles, from strategy through execution.

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