Creating Breakthrough Products: Revealing the Secrets that Drive Global Innovation
Financial Times Prentice Hall
Cagan, Jonathan; Vogel, Craig, M.
14 Nov 2012
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.