Creating Breakthrough Products Innovation from Product Plan
J. Cagan

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Creating Breakthrough Products identifies the key factors associated with successful innovation, and presents a revolutionary approach to building products that redefine markets -- or even create new ones. Drawing upon nearly a decade of advanced research, Jonathan Cagan and Craig M. Vogel demonstrate how to merge style and technology to deliver products that profoundly connect with the lifestyles and values of their customers. Cagan and Vogel outline a system for product development that begins with a relentless focus on the customer, and integrates the best possible contributions from engineers, industrial designers, interaction designers, market researchers, planners, and marketers. Creating Breakthrough Products shows how to gain real insight into emerging trends -- and how to identify Product Opportunity Gaps that can lead to enormous success. Learn how to navigate the "fuzzy front end" of the design process; when products and markets aren't yet defined; and how to develop product features and styles from seven key opportunities to add value: emotion, aesthetics, identity, ergonomics, impact, technology, and quality. Foreword by Bruce Nussbaum, BusinessWeek. Techniques for identifying breakthrough opportunities-Exclusive new analysis techniques draw upon deep insight into social, economic, and technological forces to identify opportunities for extraordinary success, e.g., Sony Walkman. Helps students become far more effective in identifying significant market opportunities. Ex.___Today's seven most important value-adds-Identifies and illuminates seven key opportunities to add value: emotion, aesthetics, identity, ergonomics, impact, technology, and quality. Helps students quickly and systematically determine how their products or services will differentiate themselves. Ex.___Extensive case study focus-Presents in-depth case studies of more than a dozen of today's most important product and service breakthroughs. Shows students how the book's product innovation techniques work in real business environments. Ex.___Broad applicability in both consumer and industrial markets-Identifies principles that can be used in any market, for any potential product or service. Gives students techniques and skills they can use wherever their careers take them. Ex.___Extensive coverage of early-stage product design-Focuses heavily on the "fuzzy front end" of the design process: research, prototyping, and making go/no-go decisions. Provides practical solutions for the most challenging stages of the product design process. Ex.___Key factors associated with successful innovation-Draws upon the latest research to identify the characteristics today's most successful products and services have in common. Provides a realistic contemporary framework that students can use to evaluate any new product or service idea. Ex.___Systematic approach to understanding customer values and lifestyles-Presents powerful new methods for identifying the key characteristics of "flesh and blood" customers that determine whether a new product succeeds, and shows how to translate this understanding through sophisticated product styles and features. Helps students master and internalize a customer-centered approach to product design that is crucial to long-term success. Ex.___New insights into leveraging product team diversity-Shows how to take full advantage of the ideas and viewpoints of a widely diverse product team. Helps students understand the roles of engineers, industrial designers, interaction designers, market researchers, planners, and marketers in product design. Also helps students develop products more successfully in today's diverse and global business environments. Ex.___