DISCOVERY—THE QUEST FOR BREAKTHROUGH IDEAS
Lack of money is no obstacle. Lack of an idea is an obstacle.
—Ken Hakuta, American inventor, author, and TV personality
A SHORTAGE OF BLOCKBUSTER NEW-PRODUCT IDEAS
Most companies don’t lack for ideas—they lack for big ideas!
In spite of the desire for breakthrough new products, recent data suggest that quite the opposite is occurring. We saw in Chapter 1 that the nature of new-product development portfolios has shifted dramatically—away from bolder, larger, and more innovative projects to smaller, lower-risk projects (see Figure 1.1
). Clearly, companies cannot achieve their aggressive product-innovation goals if they continue to focus on small, incremental development products and projects.