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Creating Breakthrough Products: Innovation from Product Planning to Program Approval, by Jonathan Cagan, Craig M. Vogel
Download PDF Creating Breakthrough Products: Innovation from Product Planning to Program Approval, by Jonathan Cagan, Craig M. Vogel
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Creating Breakthrough Products identifies key factors associated with successful innovation, and presents an insightful and comprehensive approach to building products and services that redefine markets -- or create new ones. Learn to identify Product Opportunity Gaps that can lead to enormous success; control and navigate the "Fuzzy Front End" of the product development process; and leverage contributions from diverse product teams -- while staying relentlessly focused on your customer's values and lifestyles.
- Sales Rank: #1519224 in Books
- Published on: 2001-11-01
- Original language: English
- Number of items: 1
- Dimensions: 9.50" h x 1.04" w x 7.25" l, 1.88 pounds
- Binding: Hardcover
- 336 pages
From the Back Cover
Creating Breakthrough Products identifies key factors associated with successful innovation, and presents an insightful and comprehensive approach to building products and services that redefine markets -- or create new ones. Learn to identify Product Opportunity Gaps that can lead to enormous success; control and navigate the "Fuzzy Front End" of the product development process; and leverage contributions from diverse product teams -- while staying relentlessly focused on your customer's values and lifestyles.
About the Author
JONATHAN CAGAN is a Professor of Mechanical Engineering at Carnegie Mellon University. His work focuses on the early stages of product development with emphasis on engineering design, interdisciplinary collaborations, formal design synthesis, and computational design tools. Dr. Cagan is a Fellow of the American Society of Mechanical Engineers and a registered Professional Engineer.
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CRAIG M. VOGEL is a Professor in the School of Design at Carnegie Mellon University. His areas of expertise include product design, product aesthetics, design history, team management, and design patent litigation. Professor Vogel is a Fellow, and former President, of the Industrial Designers Society of America (IDSA).
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Professors Cagan and Vogel have collaborated for close to a decade in teaching, research, and consulting in the area of integrated new product development. For more information see www.creatingbreakthroughproducts.com
Excerpt. � Reprinted by permission. All rights reserved.
Preface
For nearly a decade, we have worked as a team in teaching, research, and consulting. As a result, we have developed a unique understanding of the product development process. We constantly identify and analyze examples of successful products, many illustrated in this book, and look for new techniques for user-centered research and integrated New Product Development (iNPD). We have come to believe that breakthrough products should provide an optimum experience for the people who buy and use them. They should also provide an equally rewarding and gratifying experience for the product development teams who create them.
We have been consultants to and conducted research with small and large companies. We have also conducted professional development seminars in iNPD. During this time we have also co-taught an annual course in integrated New Product Development at Carnegie Mellon University, which has resulted in patented products. Through our consulting, research, and teaching we have identified a number of factors that contribute to successful products. We are not just talking about products that are competitive but products that redefine their markets and often transcend their original program goals to create new markets. This book summarizes our findings in a form that will aid practitioners and managers in the product development process.
This book is a proof of our process. We began by identifying the opportunity for a book by recognizing the difficulty that companies have in working through the early stages of product development. We did extensive research, building on our existing base, to understand what managers and practitioners who create new products (our target market) required in their process that they did not already have. The focus on breakthrough products, the integration of disciplines, the merging of style and technology, and the creation of true consumer value, all at the Fuzzy Front End, became the themes that drove the development of this book. We identified expert users who had the vision and insight to help us identify critical issues and weed through many ideas. We created prototypes that these expert users read and used to provide feedback. After several iterations, we moved into the design refinement stage to finally deliver what we hope is a useful, usable, and desirable book to help you create breakthrough products.
What to Expect from This Book
In this book you will find some new ideas in product development. You will also find seasoned best practices used by large or small companies. We have integrated these different approaches into a logical framework that takes you from product planning to program approval. You can expect to gain an understanding of the following six aspects of the new product development process:
methods to obtain insights into emerging trends in consumer and industrial markets; a means to navigate and control what is often called the "Fuzzy Front End" of the product development process, that portion of the design process when the product and market are not yet defined and qualitative tools are needed to complement quantitative research; the use of qualitative research to understand who the customer is; techniques to assist in the integration of diverse team players, especially engineers, industrial and interaction designers, and market researchers and planners; a complete product development process that brings the product from its opportunity identification stage through to program approval and product patenting; an approach that connects strategic planning and brand management to product development.We then provide case studies that demonstrate the successful use of the methods introduced in this book. We show that these methods apply to both products and services.
The book's logical flow is designed to provide a useful guide for anyone involved in the product development process. Readers can also use the book by first scanning and then focusing on the areas initially perceived as most relevant. In either case, we have tried to make sure that the book is interconnected and cross referenced so that issues addressed in one part are referred to again in other parts.
The book is divided into three main sections. The first section (Chapters 1-4) establishes our main argument that the best new products are designed by merging style and technology in a way that connects with the lifestyle and values of intended customers. The second section (Chapters 5-7) presents a process for creating such products by integrating different disciplines with a focus on the needs, wants, and desires of the customers. The final section (Chapters 8 and 9) provides additional case studies as further support of our argument and its application to several product categories.
Chapter 1 explains the forces that generate opportunities for new product development. This chapter introduces the process of scanning Social, Economic, and Technology (SET) Factors that leads to Product Opportunity Gaps (POGs) and new market segments. Four case studies of successful companies and the products or services they deliver are used to illustrate this process: the OXO GoodGrips, the Motorola Talkabout, the Crown Wave, and the services provided by Starbucks coffeehouses.
Chapter 2 outlines our major premise. In order to produce new products, a company needs to commit to "Moving to the Upper Right." This phrase represents an integration of style and technology through added product value based on insight into the SET trends that respond to customers' emerging needs for new products and services. Our Positioning Map is introduced to model and map Upper Right products.
Chapter 3 focuses on consumer-based value and further refines product opportunities into what we call "Value Opportunities" (VOs). We have identified seven Value Opportunity classes—emotion, aesthetics, identity, ergonomics, impact, core technology, and quality—that each contribute to the overall experience of the product. The challenge is to interpret the VOs and their attributes and translate them into the right combination of features and style that match with current trends.
Chapter 4 discusses, through corporate and product branding, how to make Moving to the Upper Right a core part of a company's culture. Products and services are the core of a company's strategic planning and brand strategy and they should be driven by the theme of user-centered interdisciplinary product development. The establishment of a clear brand identity necessitates the integration of customer values with company values in a way that differentiates a company and its products in the marketplace.
Chapter 5 is devoted to the planning of product development programs through the presentation of an integrated New Product Development — iNDP — process for the early stages of product development (i.e., the Fuzzy Front End). Most product programs go through a stage where the product opportunity is researched, prototyped, and evaluated. Many companies, however, do not have clear methodologies for this frequently underdeveloped stage of the product development program costing them significant resources. The process we have developed helps companies navigate and control this process by keeping focus on the user. The process is broken into four phases that brings the development team from the stage of identifying opportunities to the program approval stage where intellectual property is protected.
Chapter 6 focuses on team integration and management. Effective interaction of disciplines is integral to the product development process. We describe how team members, and in particular designers and engineers, can work in a context of positive tension where they use their different perspectives to a competitive advantage for the whole team. We also lay out a strategy for breaking down actual parts and components of the product and, by understanding their impact on customer lifestyle and complexity, determining where integration is required to effectively design them. The chapter concludes with insights on how to manage interdisciplinary teams.
Chapter 7 focuses on developing a comprehensive approach to understanding the user's behavior. We discuss the use of existing and emerging methods for understanding how consumers use products and translating that understanding into what we refer to as "actionable insights," which become the basis for developing appropriate product characteristics. These approaches empower the product development team to translate customer preferences into appropriate style, ergonomics, and features.
Chapter 8 highlights nine additional case studies of successful new product development representing a range of product and service categories and types of product development teams.
Chapter 9 highlights the user-centered iNPD process for automobiles, a particularly complex and exciting consumer product market. The Epilogue concludes with a look at future trends for new product development and final thoughts on why companies should commit to use of the iNPD process.
User's Guide
Through our many interactions with industry, people have asked us questions that relate to their product development problems. We have answered many of them in this book. In this section, we list these questions together with pointers to the chapters where they are answered. Readers with a specific issue may want to begin the book here. They are divided into five areas: 1) how to get started; 2) how to become user-driven instead of technology driven; 3) how to balance team, people, and discipline interactions; 4) how to commit the time, money, and people for an integrated New Product Development (iNPD) process; and 5) how to succeed in the marketplace.
I. How to Get Started How do you learn a successful user-centered iNPD process? The whole book What is the Upper Right? Chapter 1 What does it mean to des...
Most helpful customer reviews
12 of 13 people found the following review helpful.
Unique contribution but nonetheless, suffers from "academia"
By A Customer
I read this volume in a weekend. It's a pleasant read (though it wanes a bit in the final chapters). It *does* fill, to a modest extent, a niche typically only addressed by relevant journals, conferences, online dialogues, etc. Despite the authors' apparent experience in applied research and design (in the business world, not the classroom), ultimately, IMHO, the book fails to correctly address (nor reflect experience with) the nitty-gritty, messy nature of designing products in the real-world (or the environs within which they operate). It also fails to seriously address anything about human experience, and how the most successful products on the market, and in history (e.g., Da Vinci, Ben Franklin, Edison, Robert Jarvik), almost always "rose from the field research and observation" ashes. Innovation breakthroughs do not occur by assembling a group of smart people, sitting around a table. Product breakthroughs occur when these smart people leave the office and learn from current and potential customers. Perhaps I'm mistaken and if I took a class or workshop with these fellows, I'd learn otherwise. Positive is that they propose a couple of simple strategic planning / conceptual models. However, I would have much rather read (and discussed) such models via a 10-page journal article or 2-hour conference break-out session. These models are insufficient to build an entire book upon. To their credit, there really isn't any contemporary book that takes this challenge on (and likewise eeks by, or otherwise), though I might suggest Kelley's "Art of Innovation," and even foundational readings such as Pine & Gilmore ("Markets of One," etc.), an occasional reprint from the IDSA Journal "Innovation", or even classic Peter Drucker or Tom Peters (who in their own unique ways address the all-important business and human context & culture from which product innovation can and will emerge).
18 of 18 people found the following review helpful.
Still, a great book for product development
By John C. Dunbar
Although I agree with several of the concerns by other reviewers, I recommend this book for product developers because it offers usable information that can improve the liklihood of success for a new product.
First my concerns:
- There's too many unrelated topics,
- There's too many acronyms,
- It reads like a textbook, it's a little hard to read as it feels disjointed somewhat.
Now the things that I like and recommend:
- Great reviews of successful product case studies (I particularly liked the OXO product one),
- Although trite, their 2x2 matrix was quite interesting,
- Their emphasis on how to put "style" into your product (this is not really covered in many other books),
- Their concept of Product Opportunity Gaps (POG, whoops there's another acronym).
I think the authors, who are quite astute, should rewrite this book. I recommend that they boil down the material and rewrite the book thinking of it as an instruction book from them to some MBA/Engineer (Hewlitt/Packard) who's working out of his garage on some new product. They should not see this as a college text, or some book that's a supplementary reading for college. They have great material and great ideas, but it needs focused. They can completely drop Chapter 6 on Teams. Their Chapter 7 on Understanding User Needs seemed weak. They should drop the case studies in Chapters 8 and 9 and integrate that great material into the core text -- otherwise it's just too repetitive.
There was an excellent article about the authors in Fast Company magazine, July 2002. page 123. "How to Design the Perfect Product". I recommend reading that article as well.
These smart guys from Carnegie Mellon's design school have a unique approach to "Value is all about fulfilling fantasy" and their methodology for getting that into your product.
John Dunbar
Sugar Land, TX
16 of 17 people found the following review helpful.
Great topic but too superficial
By Jean-Claude Balland
Cagan and Vogel are addressing a critically important topic. Isn't that every company and entrepreneur's dream to actually create breakthrough products? Are they going to find the formula in this book? Well, yes and no.
The good news is that there are some interesting insights on what makes breakthrough products, like the importance of providing compelling usefulness, usability, and desirability features, or the key role of style, technology, and branding in the success of new products, or the need for an integrated new product development process.
Can you read this book and start applying these principles? The answer is no. To start with, the authors resort to the universal 2x2 business tool to unveil their magic formula: the combination of style and technology is the way to create breakthroughs because these two attributes create value. It is what they call "moving to the upper right" or to the "value quadrant". This is a very simplistic if not erroneoous view of how value is created. This might be true for consumer items where value is mostly in the psychological and emotional realm but it definitely does not help most industrial and business applications where value is more in the economic, solution, and service realm.
The author presents a list of value opportunities that are supposed to be universal but they are brought without any justification. Why does adventure, independence, or security make the list and not other emotions? Isn't that the key to success to fist find what the potential customers really value before jumping to conclusions instaed of trying to fit a model on reality?
Central to breakthrough products is the importance of user-centered research and product development. The overall process is adequately covered in my opinion and since I am not a product development expert I learned some interesting things in these sections but again the tools do not seem very useful.
Regarding user-centered research, I do not feel it is given the importance nor the depth it deserves. It is the last chapter of the main text like if it were something to do after everything else.
Cagan and Vogel use many examples to illustrate their approach and several case studies at the end. It is a good side of the book. On the other hand, these examples are presented to fit the model, something they do more or less convincingly and in a way that does not generate great insights.
In summary, Cagan and Vogel wrote a good introduction to the topic, something that might be useful to newcomers to the field or to MBA students. The practitioners may learn the importance of integrating all disciplines and gained a few insights here and there. The book might make them think but they will find few practical tools and tips to apply on the job.
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