Chapters in this book

1. Frontmatter i
2. Contents v
3. Acknowledgments xiii
4. PART I Configuring for Success
5. ONE Use a Systematic Approach to Beat the Odds 1
6. TWO Manage Risks by Evaluating Multiple Indicators of Success 13
7. THREE Avoid the Seven Behaviors that Reduce the Odds for Many Innovators 19
8. PART II Developing Product and Service Concepts
9. FOUR Look for What’s Broken, Who’s Not Being Served, and How to Leverage Your Strengths 29
10. FIVE Take Advantage of Direct Market Feedback and Rapid Prototypes 38
11. SIX Embrace Continuous Upgrades and Lean Development for Digital-Led Businesses 47
12. SEVEN Move Up the Detect-Analyze-Act Pyramid to Enrich Products Using Digital 55
13. EIGHT Use a Start-Up Mindset for Breakthrough Innovation in Large Companies 67
14. PART III Forecasting Revenue
15. NINE Build a Business Case to Avoid the Product Graveyard 81
16. TEN Size the Prize and Identify the Customers You Will Win 87
17. ELEVEN Gather Customer Insights, Not “Voice of Customer” 101
18. TWELVE Never Take Market Research at Face Value 117
19. THIRTEEN Assume Your Competitors Are at Least as Smart as You Are 124
20. FOURTEEN Price to Unlock the Full Value of Your Innovation 133
21. FIFTEEN Build a High-Confidence Revenue Forecast 153
22. SIXTEEN Create a Bulletproof Business Case 170
23. PART IV Ensuring Commercial Success
24. SEVENTEEN Identify and Lower the Biggest Barriers to Adoption 181
25. EIGHTEEN Plan Enough but Not Too Much 193
26. NINETEEN Take the Shortest Path to Value, Not to Market 201
27. TWENTY Prime the Organization for a Successful Launch 213
28. PART V Creating Long-Term Value
29. TWENTY-ONE Turn a Single Success into an Enduring Franchise 223
30. TWENTY-TWO Make Use of Acquisitions and Partnerships to Accelerate Innovation Value 231
31. TWENTY-THREE Embrace Proven Pathways for Long Lead-Time Innovation 239
32. TWENTY-FOUR Use Incremental Developments to Complement Breakthrough Innovation 246
33. TWENTY-FIVE Turn Gaps into Strengths for Start-Ups and Entrepreneurs 255
34. Appendices
35. APPENDIX 1 Tools for Market Research 263
36. APPENDIX 2 Real-World Data Resources to Complement Market Research 277
37. APPENDIX 3 Estimating Purchase Intent 279
38. APPENDIX 4 Revenue Modeling Best Practices 283
39. Notes 287
40. Index 295