Creating Breakthrough Products: Innovation from Product Planning to Program Approval

by Craig M. Vogel and Jonathan Cagan

Book Overview

For those students who intend to play a role in product development, including students in engineering, design, and in marketing and other business disciplines. This book identifies key factors... This description may be from another edition of this product.

• Format: Hardcover
• Language: English
• ISBN: 0139696946
• ISBN13: 9780139696947
• Release Date: January 2001
• Publisher: FT Press
• Length: 336 Pages
• Weight: 1.90 lbs.
• Dimensions: 1.2" x 7.3" x 9.6"

Customer Reviews

Good business

The seller was very prompt on his sending and delivery was on time. Most impressive the book was in very good condition for a used book. Congratulation my friend I like doing business with you.

Well written & well researched

Great book, worth owning if you are a product designer or project manager. Excellent charts and graphs to support the ideas of the book.

Substantial, long-overdue contribution to Industrial Design

Cagan and Vogel make a substantial contribution to the field of Industrial Design with "Creating Breakthrough Products." This book admirably strikes a difficult balance between theory and practice. The concepts, theories and frameworks presented are based upon substantial practical experience that is insightful as well as inspiring. It avoids academic/technical jargon and allows the reader to get right to the meat of their arguments. The book both reminded me why I became an industrial designer and motivates me to do more to get "to the Upper Right Quadrant" with the projects I am working on. The examples and analysis of past success stories like OXO GoodGrips, the new VW bug, and Starbucks hit home, really making their point. Their concern and analysis of User-Research struck me as quite valid as well.If you are concerned about making products that serve people in a significant way, then this book is a must-read and hopefully marks the beginning of a new wave of insightful Industrial Design research that is capable of positively affecting theoretical discourse as well as everyday practice.

Great read if product development is stuck

Cagan and Vogel's book is valuable for anyone in management, engineering, marketing, or design who is looking for new mindsets and approaches to new product innovation. Very readable with straightforward, dead-on concepts and models that are easy to apply and can produce results (Based on my many years of experience).

Excellent Advice and Insight

This book helps any designer, inventor, or product developer understand that elusive question, "What makes someone want to buy a new product?" Cagan and Vogel offer "Value Opportunity" classifications with tangible attributes. These attributes allow objective qualitative analysis of customer perceived value in a product. This important assessment predicts expected success in profits, brand identity and market impact. Other sections of the book help everyone involved with product development understand the necessity of good information flow, planning and coordination during the process of bringing new products to market. Everyone would like to have a "breakthrough" product. Breakthrough products enhance life experiences for customers and redefine present markets and create new markets. As a product developer/inventor/designer, I have already used this book to help portray new product designs with many marketing insights gained from the information in this book. The authors describe changes in social trends, economic factors, and technology advancements which have forever changed the purchasing patterns of customers. These concepts have shed light on the design and production requirements needed to produce breakthrough designs and all successful products. The third chapter alone is worth more than the cost of the book if you design, invent or develop new products.