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Something Really New: Three Simple Steps to Creating Truly Innovative Products by Denis J. Hauptly

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Chapter 12. Straightening Out the Rest of the Company

MOST OF WHAT HAS BEEN SAID SO FAR IS DIRECTED AT THE product development staff. The questions posed provide such people with an approach to looking at products that is strongly customer-focused, pragmatic, and easy to implement. When used in this way, they are a tool for ideation—for the creation and prioritization of new product concepts. They also serve as a template for designing the products that emerge from this ideation. Using these questions, the product development staff should be able to come forward with, test, and refine new product concepts.

But that is not the end of the process of product innovation because the good folks in Product Development are not the only people who pass ...

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