Creating Breakthrough Products (Special Second Edition)

For years, Creating Breakthrough Products has offered an indispensable roadmap for uncovering new opportunities, identifying what customers really value, and building products and services that redefine or create markets. Now, Jonathan Cagan and Craig M. Vogel have thoroughly updated their classic book, adding brand-new chapters on service design and global innovation, plus new insights, best practices, and a new selection of case studies that highlight the current state-of-the-art in product and service design. This new edition shows how companies like Apple and Disney manage evolutionary and revolutionary innovation, helping you choose between them and make your best strategy work in your organization. You’ll find important new insights into identifying Product Opportunity Gaps that can lead to enormous success, effectively navigating the “Fuzzy Front End” of product development, and leveraging contributions from diverse product teams. Cagan and Vogel present powerful new case studies ranging from Navistar’s latest long-haul truck to P&G’s reinvention of Herbal Essences, and offer insightful updates to the First Edition’s pioneering cases. More than ever, Creating Breakthrough Products will help you deliver the right innovations and products: offerings that succeed powerfully because they are laser-focused on your customers’ values and lifestyles.