O'Reilly logo

Winning at New Products: Creating Value Through Innovation by Robert G. Cooper

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

6
DISCOVERY—THE QUEST FOR BREAKTHROUGH IDEAS
Lack of money is no obstacle. Lack of an idea is an obstacle.
—Ken Hakuta, American inventor, author, and TV personality

A SHORTAGE OF BLOCKBUSTER NEW-PRODUCT IDEAS

Most companies don’t lack for ideas—they lack for big ideas! In spite of the desire for breakthrough new products, recent data suggest that quite the opposite is occurring. We saw in Chapter 1 that the nature of new-product development portfolios has shifted dramatically—away from bolder, larger, and more innovative projects to smaller, lower-risk projects (see Figure 1.1). Clearly, companies cannot achieve their aggressive product-innovation goals if they continue to focus on small, incremental development products and projects.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required