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ISBN-13 9780133011753ISBN-10 0133011755
ISBN-10 0133011429ISBN-13 9780133011425
Author(s): Jonathan Cagan; Craig M. Vogel
Publisher: FT Press
Copyright year: © 2013 Pages: 416

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 open 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 evultionary (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

  • Expanded coverage of product innovation in the automotive industry

  • Additional visual maps and illustrations that make the book more intuitive and accessible

  • Readers 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.