"... this book breaks through all the chatter about innovation and deals with what's crucial ..." "Much is being written about innovation that is of little utility to corporate managers, but this new book by Vogel, Cagan, and Boatwright is definitely worth reading. It disaggregates the broad concept of "innovation" into usable ideas and strategies that can be implemented. Whether it's the notion that manufacturing quality is the new commodity or designing for customer desire, this book breaks through all the chatter about innovation and deals with what's crucial for managers in their day-to-day work lives. I learned a great deal about innovation and design from it."

How Ordinary People Create Extraordinary Products: Merging Strategy, Brand and Innovation.

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Bruce Nussbaum Editorial Page Editor Business Week Bob Lutz General Motors Vice Chairman Product Development and Chairman GM North America Gianfranco Zaccai President and CEO CONTINUUM B. Joseph Pine II Author, Mass Customization and Co-Author The Experience Economy