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.
- 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
- 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 Jones
Vice President, Global Consumer Design, Whirlpool Corporation"Anyone interested in the design of everyday things in our lives wouldappreciate 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 i
