Isolate Drivers of User Value Function, look, adaptability, price - or all of the above. Focus on triggering a decision to buy versus passive interest.
There is a big difference between "invention" and "innovation," according to David Croslin, and he should know. Croslin holds 25 patents and formerly served as chief technologist within HP's communications, media and entertainment division, and also held the title of chief product architect for Verizon Business and MCI; he now runs a consulting firm called Innovate the Future. In his new book, Innovate the Future: A Radical New Approach to IT Innovation (Prentice Hall, 2010), Croslin offers these ten steps to ensure the success of new products - wisdom that should translate from consumer markets to enterprise IT. The possibilities, he writes, are sweeping: "Inventions are not limited to physical creations...Business inventions often take the form of a logical business process. These logical business processes can then be manifested physically by implementation within software packages or computer hardware or can even be mechanized through the use of physical implementations such as robots on an assembly line."
Dennis McCafferty is a freelance writer for Baseline Magazine.
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