Peter Boatwright is Associate Professor of Marketing at Carnegie Mellon University’s Tepper School of Business, with an appointment in Mechanical Engineering. His expertise and teaching focuses on new product marketing, marketing research methods, and innovation, which is the topic of his previous book, The Design of Things to Come. Boatwright has both developed new statistical methods as well as additional theories of consumer behavior, spanning qualitative and quantitative methodologies. He actively consults on product and brand strategy to a diverse range of companies in fields of electronics and telephony, packaged goods, software, business-to-business durables, materials, and medical devices.
Jonathan Cagan is the George Tallman and Florence Barrett Ladd Professor in Mechanical Engineering with appointments in the School of Design and Computer Science at Carnegie Mellon University. Cagan is an expert in product development and innovation methods for early stage product development. Both his design methods and computer-based design research have been adopted into a variety of industries. He is the co-author of two previous books: Creating Breakthrough Products, and The Design of Things to Come. Cagan teaches new product development at Carnegie Mellon and in executive training sessions in small and large companies. He also co-directs the Masters in Product Development program at Carnegie Mellon. He is a Fellow of ASME.
The Foreword is written by Donna Sturgess, formerly the Global Head of Innovation for GlaxoSmithKline.