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How To Become Innovative (Collection) by Craig M. Vogel, Jonathan Cagan, Robert Shelton, Marc Epstein, Tony Davila

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Chapter One. What Drives New Product Development

Breakthrough products result from the appropriate combination of style and technology and help to create experiences that people find both rewarding and valuable. In this chapter, we focus on the first step in developing a breakthrough product: learning to interpret the interconnected factors of Social change, Economic trends, and Technological innovation, otherwise known as SET Factors. Interpreting these SET Factors leads to identifying Product Opportunity Gaps (POGs) in the marketplace. Converting product opportunities into breakthrough products requires a combination of vision and sound methodology. As highlighted in the case studies in this chapter, the comprehensive approach introduced in ...

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