Product Innovation: Creating Markets Your Customers and Competitors Never Imagined

Walkman, IPod, Blackberry. These are innovative products competitors did not see coming -- and neither did customers. Truly innovative products are a breakthrough precisely because customers would not have been able to describe them even if asked. Focus groups and conventional market research are of little use to conceive these innovations. In this seminar participants learn a structured process called time-to-insight to increase the odds of conceiving breakthrough products. The process and its variants have been used to develop innovative products in industries as diverse as batteries, medical devices and household paints. See how to identify and restate customers’ unstated needs and configure products competitors would find difficult to conceive. At the core of this process is a framework called Outcome to Objective that is used in premier MBA programs. It guides the rephrasing of customer needs, including unstated ones, in a fashion that allows visualization of multiple value delivery options that are dramatically different from conventional approaches. In addition, learn to develop product configurations that take advantage of off-the-shelf capabilities and simple re-orientation of existing value delivery mechanisms to maximize profitability. This process, called “smart innovation” will lead to innovative products with much less risk or dependence on R&D. Participants will also study how successful companies organize for innovation that requires thinking outside the traditional structures. The seminar involves mini-workshops, case studies and lectures.

Fee: Yes

Contact Information:
James Van Doren
Executive Education
james.vandoren@case.edu
Phone: 216-368-6413
Fax: 216-368-0200

Website Resources:
Product Innovation: Creating Markets Your Customers and Competitors Never Imagined
Tuesday, April 4, 2006 from 9 a.m. to 4:30 p.m.
Sponsored by: Weatherhead Executive Education

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