Predictable winners : a handbook for developing, forecasting, and launching new products and services / Stuart E. Jackson and Ilya Trakhtenberg.

Format:

Book

Author/Creator:

Jackson, Stuart E., author.

Trakhtenberg, Ilya, author.

Language:

English

Subjects (All):

New products--Management.

New products.

Customer services--Management.

Customer services.

Technological innovations--Management.

Technological innovations.

Physical Description:

1 online resource (xiv, 303 pages) : illustrations

Place of Publication:

Stanford, California : Stanford University Press, [2025]

Summary:

A USA Today Bestseller A leading global consulting firm on how to achieve new product launch success rates far above industry averages. New product launches are risky. But disciplined innovation practices lead to success rates well above industry benchmarks. Predictable Winners is a comprehensive handbook of best practices for improving the odds of success at every step of the innovation journey—from concept development through commercial launch and beyond. Product leaders, innovation teams, and senior executives will find practical insights to reduce product risk and improve R&D effectiveness and ROI, while delighting customers with a pipeline of compelling new products and services. The authors' systematic approach is covered step-by-step in twenty-five chapters on topics like assembling the right team, identifying innovation opportunities, conducting a disciplined, data-driven assessment of a new product's revenue potential, making wise investment decisions, and more. Predictable Winners also details how to use quantitative tools to disaggregate and reduce the distinct risks around competing product concepts, customer segments, channels, pricing, and launch planning. Finally, because not all breakthrough innovation comes from internal teams, the authors also explain advanced strategies for improving the odds of success: balancing organic innovation with external acquisitions or licensing.

Contents:

Use a systematic approach to beat the odds

Manage risks by evaluating multiple indicators of success

Avoid the seven behaviors that reduce the odds for many innovators

Look for what's broken, who's not being served, and how to leverage your strengths

Take advantage of direct market feedback and rapid prototypes

Embrace continuous upgrades and lean development for digital-led businesses

Move up the detect-analyze-act pyramid to enrich products using digital

Use a start-up mindset for breakthrough innovation in large companies

Build a business case to avoid the product graveyard

Size the prize and identify the customers you will win

Gather customer insights, not "voice of customer"

Never take market research at face value

Assume your competitors are at least as smart as you are

Price to unlock the full value of your innovation

Build a high-confidence revenue forecast

Create a bulletproof business case

Identify and lower the biggest barriers to adoption

Plan enough but not too much

Take the shortest path to value, not to market

Prime the organization for a successful launch

Turn a single success into an enduring franchise

Make use of acquisitions and partnerships to accelerate innovation value

Embrace proven pathways for long lead-time innovation

Use incremental developments to complement

Turn gaps into strengths for start-ups and entrepreneurs.

Notes:

Includes bibliographical references (pages 287-293) and index.

Description based on publisher supplied metadata and other sources.

ISBN:

9781503642126

1503642127

OCLC:

1496393279