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1. The New Breed of Innovator.
2. Pragmatic Innovation—The New Mandate.
3. The Art and Science of Business.
4. Identifying Today’s Trends for Tomorrow’s Innovations.
5. Design for Desire—The New Product Prescription.
6. The Powers of Stakeholders—People Fueling Innovation.
7. B-to-B Innovation—The New Frontier of Fantasy.
8. Making Decisions for Profit—Success Emerging from Chaos.
9. A Process for Product Innovation.
10. Creating a Blanket of IP to Protect Your Brand from the Elements.
11. To Hire Consultants or Build Internally—That Is the Question.
Epilogue: The Powers of Innovation—The New Economy of Opportunity.
Posted February 1, 2006
We recommend this fascinating book to anyone directly engaged in innovation, working in a related field (from marketing to engineering) or curious about how new products come into being. Craig M. Vogel, Jonathan Cagan and Peter Boatwright share many case studies, which they generalize into rules for innovation. They offer useful, practical observations about current social changes. And, they do it all in lucid, personable prose their obvious affection for innovators gives the book warmth. However, despite their many examples, the authors don¿t - in the end - convince readers that the process they outline is really how innovation actually happens. They use author J. K. Rowling¿s successful Harry Potter books as a primary example of the role of fantasy in design - but they do not establish that her writing process resembles the pragmatic innovation methods they outline. Readers also may wish that they had answered one other question: why do some products that are not especially innovative do better in the marketplace than some that are truly new? This aside, the book¿s insider stories and advice are interesting, well focused and immediately applicable.Was this review helpful? Yes NoThank you for your feedback. Report this reviewThank you, this review has been flagged.
Posted July 17, 2005
As an inventor, I found this book to be quite useful in broadening the scope of what inventors and would-be inventors should look at. The book makes the point that traditional inventing tends to focus on purely technological considerations. Often done by people with engineering or scientific backgrounds. But for a successful commercial product, the authors suggest SET - social, economic and technological. All these should be investigated and integrated into a final product. The motivation will be germane to many companies. Because now quality manufacturing is surely being performed by you and many of your competitors. In the last 20 years, such keynote ideas as Motorola's Six Sigma and Wal Mart's supply chain optimisations have percolated throughout the world. Quality is necessary but no longer sufficient. Unless you want to be the lowest cost producer in your industry. But by definition, there can only be one such in each industry. For others to survive, the book offers hope through embracing innovation. It points out that innovation cannot be commoditised. This may be your only enduring advantage. Plus, the book emphasises instituting a process of continual innovation. You have to expect that not all your resultant products will be hits. But by repetition, you can be like a casino house. Turn the iron hand of statistics to work in your favour.Was this review helpful? Yes NoThank you for your feedback. Report this reviewThank you, this review has been flagged.