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Jonathan Cagan and Craig M. Vogel
Early Praise
Charles Jones
Vice President, Global Consumer Design, Whirpool Corporation
"Cagan and Vogel have nailed it! This is the first book I have
read which addresses the three key areas of modern product development:
understanding the value of dimension, understanding the branding dimension,
and understanding the consumer dimension. The authors successful knit
these concepts together into an effective and readable continuum that
provides usable insight and tools that anyone in a product development
role can use."
Henry Petroski
Author of Invention by Design and the Evolution of
Useful Things
"Cagan and Vogel’s Creating Breakthrough Products is
an engaging and insightful look at innovation. The authors have chosen
their case studies widely and wisely, and they have produced a book that
should find a receptive readership among the diverse membership of successful
product development teams."
Nancy Philippart
Director, Product Development
"Cagan and Vogel have written a straightforward, easy-to-follow book
that describes the how to’s of great product development. Full of
case studies and examples, their book provides important insight for the
novice as well as the veteran product developer."
Anthony Sella
Executive Vice President of Advertising and Marketing,
Creative Director, Twentieth Century Fox
"In a business where the shelf life of your product is a weekend,
I found the book’s approach to a disciplined strategic team concept
(iNPD) to be an invaluable tool in marketing strategies where identifying
and targeting customers is paramount. Essentially every film is a new
product and 'breakthrough product' is the name of the game. Now, thanks
to Cagan and Vogel, there is finally a mantra for the next millennium:
form and function must fulfill fantasy."
Lou Lenzi
Vice President, New Media Services SBU, Thomson multimedia
Inc
"Whether you’re new to the game and don’t want to break
something on the way to the next salary grade, or you are experienced
and want to push your company to new levels of performance and innovation
in today’s marketplace, I highly recommend spending time with this
book."
Gurminder S. Bedi
Vice President, North American Truck, Ford Motor Company
"As one of the participants with Professors Cagan and Vogel in the
Carnegie Mellon Integrated Product Development course work, we have seen
first hand the benefits of the 'breakthrough conceptualizing'and 'movement
to the Upper Right'tools expounded in this book. Clearly the case studies
presented speak for themselves and provide a business model for innovation
in any industry."