Creating Breakthrough Products: Innovation from Product Planning to Program Approval (paperback) Review

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Creating Breakthrough Products: Innovation from Product Planning to Program Approval (paperback) ReviewAlthough I agree with several of the concerns by other reviewers, I recommend this book for product developers because it offers usable information that can improve the liklihood of success for a new product.
First my concerns:
- There's too many unrelated topics,
- There's too many acronyms,
- It reads like a textbook, it's a little hard to read as it feels disjointed somewhat.
Now the things that I like and recommend:
- Great reviews of successful product case studies (I particularly liked the OXO product one),
- Although trite, their 2x2 matrix was quite interesting,
- Their emphasis on how to put "style" into your product (this is not really covered in many other books),
- Their concept of Product Opportunity Gaps (POG, whoops there's another acronym).
I think the authors, who are quite astute, should rewrite this book. I recommend that they boil down the material and rewrite the book thinking of it as an instruction book from them to some MBA/Engineer (Hewlitt/Packard) who's working out of his garage on some new product. They should not see this as a college text, or some book that's a supplementary reading for college. They have great material and great ideas, but it needs focused. They can completely drop Chapter 6 on Teams. Their Chapter 7 on Understanding User Needs seemed weak. They should drop the case studies in Chapters 8 and 9 and integrate that great material into the core text -- otherwise it's just too repetitive.
There was an excellent article about the authors in Fast Company magazine, July 2002. page 123. "How to Design the Perfect Product". I recommend reading that article as well.
These smart guys from Carnegie Mellon's design school have a unique approach to "Value is all about fulfilling fantasy" and their methodology for getting that into your product.
John Dunbar
Sugar Land, TXCreating Breakthrough Products: Innovation from Product Planning to Program Approval (paperback) Overview

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