O'Reilly logo

Winning at New Products: Creating Value Through Innovation by Robert G. Cooper

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

3
DRIVERS OF SUCCESS—WHY THE BEST INNOVATORS EXCEL
The secret of success is constancy to purpose.
—Benjamin Disraeli, British prime minister (1804–1881)

SEVEN CRITICAL SUCCESS DRIVERS FOR THE BUSINESS

Why are some businesses so much more successful at product innovation than others? We saw in Chapter 1 the huge differences in performance between Best Innovators and the rest. What are their secrets to success? The last chapter revealed some of these “secrets,” notably, those most closely connected to how some new-product projects become big winners. Seeking unique, superior products; building in solid front-end homework and VoC input; planning and executing an effective launch; and accelerating the process (with some provisos) were but some ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required