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From Concept to Consumer: How to Turn Ideas Into Money (paperback)

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From Concept to Consumer: How to Turn Ideas Into Money (paperback)


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The world's most practical guide to product development, by Phil Baker, legendary creator of the Apple PowerBook!

  • Create tomorrow's breakthrough products: innovations that deliver real value customers actually want!
  • Organize and manage product development to overcome accelerated schedules, brutal cost challenges, and fast-changing market environments.
  • Avoid the ten crucial product development mistakes that lead straight to failure.
  • Description

    • Copyright 2009
    • Dimensions: 6" x 9"
    • Pages: 192
    • Edition: 1st
    • Book
    • ISBN-10: 0-13-411597-X
    • ISBN-13: 978-0-13-411597-9

    In From Concept to Consumer, renowned product developer Phil Baker reveals exactly what it takes to create great products and bring them to market.

    Baker’s product successes range from Apple’s PowerBook to the Stowaway portable keyboard, the most successful PDA accessory ever created. Here, he walks you through the entire development process, showing how to develop products holistically, reflecting the crucial linkages between product design, engineering, testing, manufacturing, marketing, and distribution. You’ll discover what makes a winning product, and why great ideas are just 5% of the process...the easiest 5%!

    You’ll find practical guidance for planning, establishing teams, creating marketing requirements, avoiding “feature creep,” prototyping, protecting intellectual property, market testing and positioning, preparing for customer service, implementing the optimal distribution strategy, and much more. After you’ve delivered your first breakthrough product, Baker shows how to follow up with another winner!

    • Optimize your entire product development process
      Make everything work together seamlessly: from planning and engineering through distribution and marketing 
    • Get breakthrough industrial design without overpaying for it
      Deliver products that create a powerful emotional bond with your customer
    • Time product delivery for maximum competitive advantage
      Make sure you don’t reach your market too late–or too early, either
    • Leverage Asian manufacturing without falling victim to its pitfalls
      Successfully coordinate even the most complex worldwide product delivery programs

    Sample Content

    Table of Contents

        Preface xvii

    01 New World, New Rules 1

        Build It and They Won’t Come 3

        New Rules 7

        Asia 10 

    02 Just Do It 15

        Organizing for Rapid Development 15

        Get Customer Input 20

        Leveraging Outside Resources 21

        Remembering That Less Is More 24

        Don’t Get Hung Up with Perfection 26 

    03 The Basics of Development 31

        Development 32

        Marketing 37

        Estimating Sales 39

        Product Specs 40

        Schedule 41

        Product Cost 44

    04 Industrial Design Matters 51

        Discovering ID 56

        The Industrial Design Process 64

     05 Why Outsource? 67

        The Rise of the OEM and ODM Model 67

        Taiwan 69

        Mainland China 70

        Asia’s Advantage 72

        Is Outsourcing for All? 73

        Protection of Your Intellectual Property 75

        Product Quality 76

        The Chinese Factory 78

    06 Selecting and Working with an Asian Partner 83

        Managing the Relationship 89

        Manufacturing Costs 89

        Manufacturing Quality 91

        Durability Testing 92

    07 The Marketing Component 95

        Product Definition 96

        Market Testing 97

        Product Positioning 102

        Public Relations 104

        Customer Service 107

        Establishing Price 110

    08 Distribution: Getting Your Product to the Customer 113

        What Are Your Choices? 113

        Retail Distribution 113

        Distribution Costs 116

        Selling Through 119

        Licensing 126

    09 Legal Advice: Knowing When to Ignore It 127

        Patents 127

        Agreements and Contracts 132

        Development and Manufacturing Agreements 133

    10 Now What ? 141

    Epilogue: The Future of Product Development 149

    Appendix A: Top Ten Rules 153

    Appendix B: Products and the Environment 155

    Appendix C: China–Helpful or Harmful? 159

    Appendix D: A Representative List of Recommended Resources 163

    Index 167


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