چیزی واقعاً جدید: سه مرحله ساده برای ایجاد محصولات واقعاً نوآورانه

product Innovation Is The Key To Business Growth. But Many Books Deal With Innovation From The Business Process View Alone, Or Confuse Innovation With Creativity. Written By An Innovation Expert Whose Products Generate More Than One Billion Dollars In Annual Revenue, something Really New Introduces A Straightforward But Powerful Framework For Creating Exciting New Product And Service Concepts . . . Simply By Asking Three Essential Questions. from An Electronic Hotel Kiosk That Provides Return Airline Boarding Passes For Guests, To Something As Mundane As The Evolution Of The Toaster, The Book Provides Entertaining, Illuminating Examples That Show How To Determine What Customer Needs Aren't Being Met, Using Simple Methods To Arrive At Revolutionary Conclusions. For Example, What Is A Product Really Used For? The Question May Seem Elementary, But The Right Answer Is Far From Obvious. This And Other Key Questions Demonstrate How Readers Can Move Beyond Mere Market Research To Get To The Root Of Real Innovation. Practical And Eye-opening, This Book Shows Companies How To Take The Kind Of Startling Leaps That Will Leave Their Competition In The Dust. publishers Weekly hauptly, An Executive In New Product Development For Westlaw, The Online Legal Research Company, Examines The Process Of Identifying Product Innovation Potential. In The World Of Product And Service Innovation, He Asserts, Utility Is The Driving Force, And The Key To Successful Product Innovation Is To Enhance Usefulness. Hauptly Identifies Three Questions Aimed At Finding Where Customers Are Expending Resources Unnecessarily, Allowing A Manufacturer Or Service Provider To Help Reduce Those Inefficiencies. These Questions-what Tasks Is The Product Really Used For; When I Know What A Product Is Really Used For, Are There Any Steps That I Can Remove From The Task; And What Tasks Are The Very Next Tasks That The Customer Will Want To Perform After Using My Product-get To The Heart Of Driving Innovation. In Addition, He Details How To Navigate Potential Detours, Such As Finding The Task Beneath The Function, Putting Everything Together And Dealing With The People Challenges Inherent In Any Organization. Hauptly's Simple And Straightforward Approach Will Enable Organizations To Quickly And Inexpensively Create New Products And Services That Have Real Value. (nov.) copyright 2007 Reed Business Information "Something Really New helps you look at three key approaches to product innovation - appearance, novelty, and utility - and shows you that the first two are short-lived. Competitors can mimic any appearance innovation and, as for novelty, how many people bought two Pet Rocks?" "But if your product idea is meant to meet a practical need, you're in luck. Something Really New helps you get right to the heart of utilitarian innovation - efficiency, or the saving of effort, time, money, or all three. This book shows you how to analyze a task - any task - and reduce and simplify the steps involved in accomplishing that task. It's a time-tested innovation process that has brought us everything from the pop-up toaster to E-Z Pass." "The first thing you've got to do is ask, What are products in this line used for? "Well, duh," you say. "Of course I know what they're used for." But if your business is like most, you may be equating what your products are used for with what they do. Think of your kitchen faucet. It brings water to your sink. That's what it does. But it's not what you use it for. You use it to wash dishes, to fill pots for cooking, to get a drink, to wash your hands, things like that." "Without focusing on what a product is used for, you're missing the real reason people buy things. So whether you're brainstorming in product development meetings or using market research and focus groups to inspire new ideas, it's up to you to identify and ask the right questions. Something Really New will help you get to the root of what you really need to ask - and dig deeper to get the truly useful answers." "At the end of the day, real innovation is about identifying not just what the product is used for but also what can be done - what steps removed - to make a task easier. And finally, what you can do to turn a product into a holy grail of innovation - One that not only addresses an immediate need but also makes connections to the user's other needs." "Engagingly and humorously written and filled with clear examples and constructive approaches, Something Really New could just as easily be called "Something Really Useful." In itself, the book is an innovation that will help ease the previously daunting task of creating products that spark and sustain bottom-line growth."--Jacket Product innovation is the key to business growth. But many books deal with innovation from the business process view alone, or confuse innovation with creativity. Written by an innovation expert whose products generate more than one billion dollars in annual revenue, Something Really New introduces a straightforward but powerful framework for creating exciting new product and service concepts . . . simply by asking three essential questions. From an electronic hotel kiosk that provides return airline boarding passes for guests, to something as mundane as the evolution of the toaster, the book provides entertaining, illuminating examples that show how to determine what customer needs arent being met, using simple methods to arrive at revolutionary conclusions. For example, "What is a product really used for?" The question may seem elementary, but the right answer is far from obvious. This and other key questions demonstrate how readers can move beyond mere market research to get to the root of real innovation. Practical and eye-opening, this book shows companies how to take the kind of startling leaps that will leave their competition in the dust.