Craig M. Vogel is a Professor in the School of Design and Director of the Center for Design Research and Innovation in the college of Design Architecture, Art and Planning at the University of Cincinnati. Jonathan Cagan, PhD, PE, is a Professor of Mechanical Engineering at Carnegie Mellon University. His research, teaching, and extensive consulting focus on product development, strategic planning, and design. Peter Boatwright, PhD, is Associate Professor of Marketing in the Tepper School of Business at Carnegie Mellon University. The authors have worked with a variety of companies, including, Procter & Gamble, International Truck and Engine, Respironics, Alcoa, Kennametal, New Balance, Kraft Foods, Motorola, Lubrizol, Ford, General Motors, Whirlpool, RedZone Robotics, DesignAdvance Systems, and Exxon Chemical. According to the authors, their book explains how to “deconstruct innovation into understandable chunks that form a compelling argument of what innovation is, why it is important, and how [their reader] can begin to transform [herself or himself as well as her or his] company to meet the needs of the current marketplace.” They focus their attention on those who are “at the heart of the innovation process.” Throughout 11 chapters, they answer questions such as these: What are the defining qualities and characteristics of “the new breed of innovator”? Why is innovation ‘the only approach to differentiation’? What does the process of innovation involve, indeed require? How best to identify relevant and significant trends? Then, how to respond to these trends as especially important opportunities? How can (and should) innovation respond to human needs, interests, and even fantasies? What is a “Powers of 10” analysis and why can its revelations be so valuable? Why is B2B innovation the “new frontier of fantasy”? How to plan and then implement a successful product development process? How to establish and then nourish an innovation culture? In the Epilogue, the authors review various “powers of innovation,” reaffirming that those who comprise the “new breed” embrace the principles and ideas of pragmatic innovation: “an interdisciplinary collaboration, a structured process of exploration, a balance between art and science, [and] a focus on experience and fantasy.” These are the otherwise ordinary people who will, together, “design the extraordinary things to come.”
Craig M. Vogel is a Professor in the School of Design and Director of the Center for Design Research and Innovation in the college of Design Architecture, Art and Planning at the University of Cincinnati. Jonathan Cagan, PhD, PE, is a Professor of Mechanical Engineering at Carnegie Mellon University. His research, teaching, and extensive consulting focus on product development, strategic planning, and design. Peter Boatwright, PhD, is Associate Professor of Marketing in the Tepper School of Business at Carnegie Mellon University. The authors have worked with a variety of companies, including, Procter & Gamble, International Truck and Engine, Respironics, Alcoa, Kennametal, New Balance, Kraft Foods, Motorola, Lubrizol, Ford, General Motors, Whirlpool, RedZone Robotics, DesignAdvance Systems, and Exxon Chemical.
According to the authors, their book explains how to “deconstruct innovation into understandable chunks that form a compelling argument of what innovation is, why it is important, and how [their reader] can begin to transform [herself or himself as well as her or his] company to meet the needs of the current marketplace.” They focus their attention on those who are “at the heart of the innovation process.” Throughout 11 chapters, they answer questions such as these:
In the Epilogue, the authors review various “powers of innovation,” reaffirming that those who comprise the “new breed” embrace the principles and ideas of pragmatic innovation: “an interdisciplinary collaboration, a structured process of exploration, a balance between art and science, [and] a focus on experience and fantasy.” These are the otherwise ordinary people who will, together, “design the extraordinary things to come.”
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