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Creating Breakthrough Products: Innovation from Product Planning to Program Approval (paperback)

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Creating Breakthrough Products: Innovation from Product Planning to Program Approval (paperback)


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  • 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.___


  • Copyright 2002
  • Dimensions: 6" x 9"
  • Pages: 350
  • Edition: 1st
  • Book
  • ISBN-10: 0-13-261862-1
  • ISBN-13: 978-0-13-261862-5

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.

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Table of Contents

1. What Drives New Product Development.

Redefining the Bottom Line. Identifying Product Opportunities: The SET Factors. POG and SET Factor Case Studies.

2. Moving to the Upper Right.

Integrating Style and Technology. Style vs. Technology: A Brief History of the Evolution of Style and Technology in the 19th and 20th Centuries. Middle Class and the Height of Mass Marketing. Positioning Map: Style vs. Technology. Positioning Map of Starbucks. Knockoffs and Rip-offs. Revolutionary vs. Evolutionary Product Development.

3. The Upper Right: The Value Quadrant.

The Sheer Cliff of Value-The Third Dimension. Value Opportunities Value Opportunity Charts and Analysis. The Time and Place for Value Opportunities. The Upper Right for Industrial Products.

4. The Core of a Successful Brand Strategy: Breakthrough Products and Services.

Brand Strategy and Product Strategy. Corporate Commitment to Product and Brand. Corporate Values and Customer Values. Managing Product Brand. Starting from Scratch: Iomega. Maintaining an Established Identity: Harley. Brand and the Value Opportunities.

5. A Comprehensive Approach to User-Centered, Integrated New Product Development.

Clarifying the Fuzzy Front End of New Product Development. User-Centered iNPD Process. Resource Allocation.

6. Integrating Disciplines and Managing Diverse Teams.

User-Centered iNPD Facilitates Customer Value. Understanding Perceptual Gaps. Team Functionality. Part Differentiation Matrix. Issues in Team Management: Team Empowerment. iNPD Team Integration Effectiveness.

7. Understanding the User's Needs, Wants, and Desires.

Overview: Usability and Desirability. An Integrated Approach to a User-Driven Process. Scenario Development (Part I). New Product Ethnography. Lifestyle Reference. Ergonomics: Interaction, Task Analysis, and Anthropometrics. Scenario Development (Part II). Broadening the Focus. Product Definition. Visualizing Ideas and Concepts Early and Often. Research Acknowledgements.

8. Case Studies: The Power of the Upper Right.

Overview of Case Studies.

9. Automotive Design: Product Differentiation through User-Centered iNPD.

The Dynamic SET Factors of the Auto Industry. The Design Process and Complexities. Breaking Down the Process. Positioning: Product Differentiation. The Retro Craze. A Case Study of iNPD at Carnegie Mellon University. Implications of User-Centered iNPD on the Auto Industry.

Research Acknowledgments.


Future Trends.

Have Faith in the Leap.




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