Most products fail. Some succeed. A few redefine their markets-or even create entirely new markets. This book is about what it takes to create those breakthrough products and services. Drawing upon nearly a decade of advanced research, Jonathan Cagan and Craig M. Vogel identify the key factors associated with successful innovation—and offer a revolutionary approach to building tomorrow’s great products.

• Gain real insight into emerging trends-in both consumer and industrial markets
• Identify Product Opportunity Gaps that can lead to entirely new markets
• Navigate the ""Fuzzy Front End"" of the product development process, when products and markets aren’t yet defined
• Make appropriate use of both qualitative and quantitative tools
• Connect strategic planning and brand management to product development
• Build diverse product teams that work together smoothly

Creating Breakthrough Products transforms innovation from serendipity to science, giving you tools for creating products that change the rules of the game and achieve significant competitive advantage.

This is the eBook version of the printed book.

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.