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Jonathan Cagan and Craig M. Vogel

Foreword by Bruce Nussbaum, BusinessWeek
Financial Times Prentice Hall, 2002

Most products fail. Some succeed. And a few redefine their markets-or even create entirely new markets. This book is about what it takes to create those breakthrough products. Drawing upon nearly a decade of advanced research, Jonathan Cagan and Craig M. Vogel identify the key factors associated with successful innovation-and offer a revolutionary approach to building tomorrow's great products.

Breakthrough products merge style and technology in ways that profoundly connect with the lifestyles and values of their customers-and, as a result, deliver exceptionally rewarding and gratifying experiences to those customers. There's only one way to build products like that: to start with a relentless focus on the customer and to integrate the best possible contributions from engineers, industrial designers, interaction designers, market researchers, planners, and marketers. In Creating Breakthrough Products, you'll learn how to do just that. Cagan and Vogel show you how to:

 Gain real insight into emerging trends-in both consumer and
industrial markets
 Identify Product Opportunity Gaps that can lead to entirely new markets
 Navigate the "Fuzzy Front End" of the product development process,
when products and markets aren't yet defined
 Make appropriate use of both qualitative and quantitative tools
 Connect strategic planning and brand management to product development
 Build diverse product teams that work together smoothly