Practical Product Management for Product Owners: Creating Winning Products with the Professional Product Owner Stances

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Driving Outside-In Product Innovation

Outside-In Innovation Sources

The inside-out sources of innovation discussed in the previous chapter are useful, yet they tend to lead to incremental innovations. They generate enhancements or improvements to existing products. You might have been aware of some of those ideas already, and maybe some were generated by the various sources discussed. However, most of those ideas won’t help you to launch disruptive new ideas, new cash cow products, or conquer the market. An outside-in approach to innovation is often better when chasing such objectives.

When taking an outside-in approach, you’ll gather your knowledge, information, insights, data, and observations outside the walls of your company. Activities ...