Carnegie Mellon University
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Creating Breakthrough Products: Revealing the Secrets that Drive Global Innovation

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journal contribution
posted on 2018-01-16, 15:53 authored by Jonathan CaganJonathan Cagan, Craig M. Vogel
For years, Jonathan Cagan’s and Craig M. Vogel’s Creating Breakthrough Products has offered an indispensable roadmap for uncovering new opportunities, identifying what customers really value, and building products and services that redefine markets — or create entirely new markets. Now, the authors have thoroughly updated their classic book, adding new chapters on service design and global innovation, plus new insights, best practices, and case studies from both U.S. and global companies. Their new Second Edition compares revolutionary (Apple-style) and evolutionary (Disney-style) approaches to innovation, helping decision-makers choose between them, and make either one work. Cagan and Vogel provide more coverage of Value Opportunity Analysis and ethnography, as well as new case studies ranging from Navistar’s latest long-haul truck to P&G’s reinvention of Herbal Essence. Throughout, readers will find up-to-date insights into identifying Product Opportunity Gaps that can lead to enormous success; navigating the "Fuzzy Front End" of product development; and leveraging contributions from diverse product teams — while staying relentlessly focused on customers’ values and lifestyles, from strategy through execution. Using additional visual maps and illustrations, they’ve made their best-selling book even more intuitive and accessible to both industry and academic audiences.


Publisher Statement

This book was previously published by: Pearson Education, lnc. This book was originally published as: Creating Breakthrough Products: Innovation from Product Planning to Program Approval in 2001 (first edition) ISBN-10: 0139696946 ISBN-13: 978-01-39696947 then Creating Breakthrough Products: Revealing the Secrets that Drive Global Innovation, in 2012 (second edition) ISBN-10: 0-13-301142-9 ISBN-13: 978-0-13-301142-5 This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License (CC-BY-NC-ND 4.0). Students, teachers, practitioners and anyone interested in innovation are encouraged to download and use this book.