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

7
THE FRONT-END WORK—FROM DISCOVERY TO DEVELOPMENT
Ideas won’t keep. Something must be done about them. When the idea is new, its custodians have fervor, live for it, and if need be, die for it.
—Alfred North Whitehead, English philosopher and mathematician

THE FIRST FEW PLAYS OF THE GAME

The game is won or lost in the first five plays! In Chapter 2, we saw that the seeds of disaster were often sown in the early stages of a new-product project—poor homework, a lack of customer focus, and poor quality of execution. Also in Chapter 2, we observed that the keys to new-product success often lie in the front-end or pre-development activities: getting the homework right, undertaking solid VoC (voice-of-customer) work, and getting sharp, early, ...

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