Beschreibung:
Seventy percent of all new products introduced in the USA fail and are taken off the market within three years. And these failures come from large companies, many of which are Fortune 500 and advertise with Super Bowl TV commercials. There are a number of reasons these products fail, but perhaps the most common is the lack of or ignoring of Voice of the Customer research.Lean Ideation is a step-by-step process of developing an idea, including finding the idea if none exists, through commercialization and into the first three years of product life. The goal is to help companies move into the 30% successful range on new products introduced.The process in Lean Ideation was developed by studying and focusing on two key fronts: 30 years of new product development, and the study of and implementation of the Toyota Production System. Anyone involved with product development will benefit from reading Lean Ideation.
Seventy percent of all new products introduced in the USA fail and are taken off the market within three years. And these failures come from large companies, many of which are Fortune 500 and advertise with Super Bowl TV commercials. There are a number of reasons these products fail, but perhaps the most common is the lack of or ignoring of Voice of the Customer research.
Lean Ideation is a step-by-step process of developing an idea, including finding the idea if none exists, through commercialization and into the first three years of product life. The goal is to help companies move into the 30% successful range on new products introduced.
The process in Lean Ideation was developed by studying and focusing on two key fronts: 30 years of new product development, and the study of and implementation of the Toyota Production System. Anyone involved with product development will benefit from reading Lean Ideation.
Chapter 1The Purpose of This Book and What It Can Do for Your Product Plan 1Chapter 2The Role of the Voice of the Customer (VOC) in New Products 17Chapter 3Preparing for and Conducting the VOC, and What to Do Afterward 45Chapter 4How to Extract Ideation from the VOC and Define the Approach to Building the Value Selling Story 53Chapter 5Creating Market Segmentation, Value Stream Mapping, and a Value Innovation Curve 71Chapter 6Quality Function Deployment (QFD) and the House of Quality (HOQ): A Key Tool for New Product Success 84Chapter 7Intellectual Property & Working Successfully with Inventors 101Chapter 8Verifying the Concept and Finding Price Elasticity 118Chapter 9Writing the Preliminary Product Plan and Finding the Basis of Interest 125Chapter 10Product Pipelines and Measuring Ideation 139Chapter 11Explanations, Examples, and Definitions of Terms 146Chapter 12End Notes 156
