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. He has developed an approach to design that integrates teaching and research. He has worked with a variety of companies as a consultant for new product development and strategic planning.

Jonathan Cagan, Ph.D., P.E., is a professor of mechanical engineering at Carnegie Mellon University. His research, teaching, and extensive consulting focus on product development, strategic planning, and design. He has developed team-based tools and computer-based technologies to improve the process of design conceptualization.

Peter Boatwright, Ph.D., is associate professor of marketing in the Tepper School of Business at Carnegie Mellon University. His expertise and teaching focus on new product marketing, consumer marketing, and marketing research methods. In his research, Professor Boatwright has developed new statistical methods, as well as additional theories of consumer behavior.

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.

Professors Cagan and Vogel are coauthors of the book Creating Breakthrough Products, which is a detailed approach to navigating the fuzzy front end of product development.

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Preface.

Acknowledgments.

 1. The New Breed of Innovator.

 2. Pragmatic Innovation—The New Mandate.

 3. The Art and Science of Business.

 4. Identifying Today’s Trends for Tomorrow’s Innovations.

 5. Design for Desire—The New Product Prescription.

 6. The Powers of Stakeholders—People Fueling Innovation.

 7. B-to-B Innovation—The New Frontier of Fantasy.

 8. Making Decisions for Profit—Success Emerging from Chaos.

 9. A Process for Product Innovation.

10. Creating a Blanket of IP to Protect Your Brand from the Elements.

11. To Hire Consultants or Build Internally—That Is the Question.

Epilogue: The Powers of Innovation—The New Economy of Opportunity.

Index.

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