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How To Become Innovative (Collection) by Craig M. Vogel, Jonathan Cagan, Robert Shelton, Marc Epstein, Tony Davila

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Chapter Three. The Upper Right: The Value Quadrant

Breakthrough products are driven by a complex combination of value attributes that connect with people’s lifestyles. This chapter examines the seven attributes of value and introduces a Value Opportunity Analysis (VOA) process. During the last decade, the VOA has been one of the most widely adopted tools we have developed. The method helps interdisciplinary teams develop a shared understanding of the current state of a product opportunity and to project where value improvement needs to occur as they navigate the Fuzzy Front End. This is an essential step in any new product program. Failure to thoroughly and thoughtfully complete this phase will have a negative impact down the line. The goal is ...

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