Despite all your best efforts, it's possible to bring a product to the market and still not get much traction with it for one reason or another. The new … Gather all the facts. Successful New Product & Service Development & Innovation Strategies Now Being Delivered in the Virtual Classroom The toughest part of practising innovation is applying theory correctly to develop a clear, manageable and, most importantly, repeatable new product development process that moves a project from concept to a finished product or service. Both large and small companies have worked continuously to leverage new technologies and manufacturing processes to improve their products and services and better position them to solve customer issues. The innovation mindset extends across the entire enterprise at these companies, from the business offices to the shop floor. Activities in this area generally represent lower investment and lower risk. It also makes work fun. By tweaking a few parts of their overall strategy, companies can optimize innovation and position themselves for market disruption. Every manufacturer must define its approach to innovation. Innovation requires creative thinking, and that doesn't necessarily come along with A-grades. Customers bring specific problems to be solved -- sometimes without understanding what the problem is or realizing a solution is possible. So, how does product innovation benefit a manufacturer? Such innovations are often disruptive in nature, resulting in a new category of product, customer market, and innovation management style. The business strategy also includes a product strategy outlining the products of the future. Developers should test concepts and engage in continuous feasibility studies throughout a project to determine the potential for success or failure. No two innovation strategies are the same. Learn how to create or modify your new product development process and position your firm for a strategic competitive advantage. Image credit: Here are seven strategies for sustaining innovation in your organization. In business and engineering, new product development (NPD) covers the complete process of bringing a new product to market. In fact, our recent studies show that there is no long-term correlation between the amount of money a company spends on its innovation efforts and its overall financial performance. For just $5 per month, get access to premium content, webinars, an ad-free experience, and more! The interactive, two-track approach recognizes the incremental nature of innovation, in which major advancements are often the result of existing technologies combined in new ways. Innovation is crucial for any company to survive and grow in the near and long term. Keith's background includes over 30 years of experience with product development, Product Lifecycle Management (PLM), and portfolio & program management. The key is to aggregate the features that your customers like about what's already in the market and what they want to be improved and then design your product so that it retains the useful elements and introduces innovative features that satisfy your customers' desires. By tweaking a few parts of their overall strategy, companies can optimize innovation … This can help you capture more market share and create an expectation of exciting ideas among your customers. 3 Successful Approaches to Innovation in New Product Development 1. In the technology development track, companies explore alternative solutions for specific technological challenges. An effective product development strategy can create a culture of innovation in your company. All rights reserved. Chris Villavarayan, executive vice president and COO, will succeed Craig as CEO and president. Although the whole will always be greater than the sum of the individual parts, each member must be carefully selected to ensure that they have the requisite skills to fit into and add to the company's overall innovative capacity. The first strategy for successful product innovation is establishing how technology development and product development will best work together in your organization. And while a breakthrough product or concept can catapult an organization ahead of its competitors, in these fast-paced times, that advantage is often short-lived. However, the role of innovation in helping organizations achieve growth targets is often unclear and the revenue growth from innovation is insufficient, unless managed with great rigor. Are you paying too much for business insurance? The collaborative process strengthens customer-developer relationships and gives each party a better idea of the other's needs and capabilities, which can help facilitate the next project. They need to first ask a series of in-depth questions to clarify the context, which may include: Why do you need the requested product or technology? The effort is well worth it. As discussed earlier, one way to structure these proactive efforts is to set up a technology development track operating separately from but parallel to product development. Both activities align with an organization's marketing goals for product development. It is equally important to note that it is extremely expensive and risky to innovate. Stay ahead of the curve. David Peace is vice president, engineering, for Swagelok Co., a major developer and provider of fluid system solutions based in Solon, Ohio. Recognizing that biotechnology-derived drugs such as monoclonal antibodies were likely to be a fruitful approach to combating cancer, BMS decided to shift its repertoire of technological capabilities from its traditional organic-chemistry base toward biotechnology. Though anticipated returns are also lower, because the potential user base is smaller, these activities can be especially important with major customers to build a sense of responsiveness and develop brand equity. It might make a product easier to use, more reliable and or more convenient, cheaper, and etc. A platform approach to product development strategy represents a way of optimizing innovation. Developing early prototypes -- even for individual components -- enables developers to test and refine parts before moving too far down the product development path. Collaboration is essential for success in the strategy outlined above. Matrix” for new product development that expl icitly links various innovation strategies with various NPD process activities . Developing solutions for specific problems within emerging technologies in advance of customer demands ensures that developers can properly apply those solutions when needed to meet application requirements. It's very easy to get caught up in what you think is best and forget that you aren't going to be buying all of your products. The need for constant reinvention is a given in today’s business environment. Go Forth into the Community and Build Talent, Cold, Hard Mission for a US Warehouse: Help Stop COVID, November Sustains Growth in Manufacturing Despite Renewed Labor Shortages, Manufacturing & Technology, an IndustryWeek Event, The US Needs a National Manufacturing Strategy for Semiconductors, Webinar: Digitize Your Institutional Knowledge, The Barra Era: A Look Back and What's Ahead for GM, Webinar: Transform 2020 - Resilience in the Age of COVID-19. Innovation is crucial for any company to survive and grow in the near and long term. Both activities align with an organization's marketing goals for product development. Often, customers share their initial requests with marketing and sales contacts. In early November, automotive supplier Meritor Inc. announced that CEO and President Jay Craig would transition to the role of executive chairman of the board, effective at the end of February 2021. Engineers from both organizations need to share detailed application information and explore technical challenges together as early in the design cycle as possible. Align objectives, strategies and plans for new product development life cycle success According to research by Booz & Co., some of the key characteristics common to successful new product development and innovation companies include the implementation of a formal new product development process and a strategic plan that demands a certain portion of company growth from … And two, follow best practices in matching technology and product development priorities with customer needs. The transformation needs to begin by changing the culture of the management team itself. Plus, enjoy a FREE 1-year. The Oshkosh, Wisconsin-based manufacturer said CEO Wilson Jones will be retiring April 2, 2021, following more than 15 years with the company. It is important for these parties to facilitate collaboration between technical groups on both sides to ensure the proper handoff of information and encourage peer-to-peer communication, which adds richness to the relationship and helps to ensure the most relevant solutions. The group of people responsible for all parts of the company's operations will only innovate to the best of their ability, as optimized by the management processes that encourage their efficiency. © 2020 Endeavor Business Media, LLC. In doing so, companies and their customers are better able to determine if any barriers are insurmountable -- and would necessitate putting the brakes on a project -- prior to substantive investments in time, energy or dollars. To minimize risk and maximize speed, the company focuses technical capability and resource investment downstream, in product testing, with minimal energy spent up front, in … Following this disciplined process is the second strategy in creating product innovation that delivers results. That is why it's best to adopt an agile approach to your innovation by starting with a Minimum Viable Product (a concept popularized by Eric Ries in his book The Lean Startup) which you can use to test the reactions of your customers and then adapt as necessary to see better results. 4. Get heaping discounts to books you love delivered straight to your inbox. Technology development and product development are different processes, but they are interrelated, interdependent and often occur in parallel. Such early prototypes are often less expensive than complete systems and can be made more rapidly, decreasing costs and shortening development time. Amplify your business knowledge and reach your full entrepreneurial potential with Entrepreneur Insider’s exclusive benefits. Thrive is a product development and innovation strategy firm that helps brands win big through informed, insightful design. Our technology development team had been working on a variety of new assembly and sealing methods for potential use in valves. Developers should not simply respond to the request. An innovation strategy is a commitment to a common innovation mission and a structured set of activities which aim to support the future growth of the organization.. What does an innovation strategy actually look like? By comparison, in product development, a single best solution is developed and implemented as efficiently as possible. John Pfeifer, who is currently the president and chief operating officer, has been named as Jones' successor and will assume the role of CEO, also effective April 2. Customer-based activities also create a fertile environment for developing complementary ideas and enlarging a product portfolio. These characteristics are true whether you’re talking about innovation in consumer products or in a business-to-business domain—or innovating at the level of the product, service, or business model. The first strategy for successful product innovation is establishing how technology development and product development will best work together in your organization. Related: 9 Ways Your Company Can Encourage Innovation. One way is to create separate but parallel tracks for the two processes. Diversity is also crucial because, without it, the company's thought process will likely be monolithic, since most team members will likely think in similar ways. Product innovation opens the door to increased brand equity, faster technology adoption rates, larger returns and an environment primed for further innovation. Creating a solution for a customer challenge begins with a deep understanding of the customer's needs -- the real needs, not just the stated needs. There is a risk of withdrawal of product introduced after development. One, determine the relationship between technology development and product development in your company and how they can best work together. Pfeifer has more than 25 years of management experience. Crowdsourcing New Product Development: The Lego Approach. Maskot | Getty Images. 3. Internally, product innovation offers companies a meaningful payoff as well -- the opportunity to celebrate success and the many team members who contribute to it. Succeeding in customer-driven product innovation can be made easier if companies follow a set of four best practices centering on clear and open communication between the parties. Keith lead initiatives in large, complex, global organizations to reduce time to profitability, drive increased customer value, and increase cross-functional process integration. Often starting as a basic product, incremental innovation provides a framework for adding additional functionalities and developing new products from there. This program provides comprehensive coverage of major topics in developing and implementing a market-driven approach to innovation. As the name suggests, crowdsourcing means ‘outsourcing to the crowds’. Companies realize innovations through a combination of market research, internal idea generation, customer requests and a variety of other factors. The first thing that is crucial to a company's ability to innovate and its innovation is the team. Stay informed and join our daily newsletter now! Following best practices in working with customers, while strategically approaching the relationship between technology development and product development, can help a company achieve success in product innovation. 1. If your strategies consistently work, you can gain a reputation as a company that is on the leading edge of your industry. Resources: Centres of Innovation (COI) Product innovation and the developments that flow from it enable companies to differentiate themselves in the marketplace. This interactive process enhances the time-to-market, cost effectiveness and performance of the products. Do you have critical gaps in your coverage? A central aspect of NPD is product design, along with various business considerations.New product development is described broadly as the transformation of a market opportunity into a product available for sale. Get the right parties together and on the same page. Bringing people together who speak the same technical language encourages information sharing, brainstorming and efficiency, while enabling the parties to gain as in-depth an understanding of the project as possible. Although designed primarily for software startups, elements of the strategy can be used for any kind of product development by merely focusing on the gradual introduction, constant monitoring, and rapid improvements and re-introduction of better versions. Continuous innovation seems to be the only way to avert obsolescence of the company’s product-line. Techniques can include virtual prototyping and virtual design analysis. New Banking Technologies Demand Fresh Innovation Strategies ... ways of perceiving problems and challenges in development and dealing with them. Two strategies prime your pipeline for faster, more profitable product development. Pfeifer joined Oshkosh in May 2019 and has overseen the manufacturer's access equipment, fire and emergency, and commercial segments. It goes without saying that the companies which are having the most success today are those that have been the most successful at innovating. Market research will identify broad market needs or specific market demand that will drive innovation, and resources will be devoted to support organizational goals for product and technology development. The innovation strategy defines the role of innovation and sets the direction for innovation execution. Strategies and objectives can be initiated by different and/or multiple functional areas of the business: Marketing may drive a strategy to penetrate new or additional market segments. The company established regional new product innovation centres to analyse customer intelligence and from this information developed new, high-growth products. In addition, the process can strengthen customer-developer relationships and lead to future collaboration and mutual successes. Whether what you are building is a new fashion line, a mobile app, or a digital gadget, relying on your own experiences and instincts to create the product may lead to a product-market mismatch. He will retire both as chief executive officer and as a member of the board of directors. Open communication is vital to arriving at the best possible solution for customer-centric development challenges. We’ll feature a different book each week and share exclusive deals you won’t find anywhere else. Without a proper strategy for innovation and product development you run the risk of efforts being haphazard, delayed and costing far more than expected. Manufacturers typically maintain a balance between market- and customer-driven innovation efforts. At some companies, including Swagelok Co., innovation is a core value. Prototype early and often. This change is critical because the goals of new product development shift continually today. He added the role of president in May 2020 and assumed additional roles, including responsibility for the defense segment and global supply chain. Company COO John Pfeifer will take CEO reins in April 2021. In the product development track, the company creates new products, new product lines or enhanced products. Usually, the platform is the result of many years of research and development, and codifies all the efforts resulting from one or more innovative concepts. How to Protect Yourself From Your Competition, COVID-19 Will Fuel the Next Wave of Innovation. Incremental innovation is defined as making a series of small improvements made to a company’s existing products or services. By adding people from different backgrounds to the team, you will benefit from varied perspectives on issues. This way, you can ensure that your innovation efforts remain flexible, such that you can pursue multiple product development efforts at once and then focus your efforts on the most promising ones. As a result the percentage of Colgate’s revenues coming from new products rose from 25% to 38% over the five years 1997 – 2000, and significant new product launches were made every year. The Oshkosh announcement follows closely on the heels of another significant leadership transition. This approach avoids the pitfalls of sinking too much money into a product and then finding out that it's not viable when you have little or no money to start the process again. Related: COVID-19 Will Fuel the Next Wave of Innovation. Existing product development (sometimes termed EPD) is not innovation – an example of this type of product development could be new flavour variations of an existing product range. The resulting solutions -- nuggets of information -- are stored so they can be drawn upon later. For example, product developers are vital to identifying problems and opportunities for technology development. 2. The BCG Innovation Journey. If the problem is solved, the customer normally will buy the solution, resulting in faster adoption rates of the technology and better financial returns. I'll describe two key strategies for success in product innovation. Oshkosh Corp. is closing out November by announcing a transition in its top leadership. Then, as development proceeds, opportunities exist to make adjustments without requiring major overhauls. 2. Associates are challenged, invigorated and feel appreciated when they know their best ideas will become reality -- for everyone's benefit. The two tracks must interact, with product development engineers drawing from the advancements in the technology storehouse and technology developers learning about new challenges from the product developers. Developing a powerful innovation capability is no easy task. (Photo caption: Wilson Jones (left) and John Pfeifer). 2.1. The market aspect is important because innovation is just invention until value is realized. The products developed by an organisation provide the … Development of prototype and small batch production, where relevant. The combination of the innovation and product strategies is the basis for the product development strategy, and from this can be developed, with the company's technology strategy, the product development programme as shown in Fig. Our consultants help organisations build, own and deliver successful strategies and capabilities to optimise product and service innovation. Finding better ways to break through. In technology development, companies develop multiple approaches to overcoming a problem -- generating, evaluating and iterating ideas rapidly through prototyping and piloting. Technology developers have a greater chance of successfully meeting future customer requests when they proactively explore potential market opportunities and applications. Avoiding these pitfalls calls for an approach that is strategy-led, biased toward action, and agile. Drawing on this work, our product development group was able to quickly develop and commercialize a new valve that met market demand. One example of this is Dyson’s development of its bladeless Air Multiplier fans. Entrepreneur Leadership Network Contributor. Trust Entrepreneur to help you find out. In collaboration with the customer, it is wise to test those parts that present the highest risk or biggest challenges first. The market aspect is important because innovation is just invention until value is realized. Hence, the hiring process must be designed specifically to identify people who are not just smart but also creative. What alternatives have worked and/or failed? This may be direct, by using focus groups, surveys, and other tools, or it may be indirect, by looking through relevant data such as Google search trends or questions posted on the support websites of your competitors or other forums. How Remote Work Will Transform the Innovation Landscape and ... 9 Ways Your Company Can Encourage Innovation, COVID-19 Will Fuel the Next Wave of Innovation, Entrepreneur Voices on the Science of Success, Gary Vaynerchuk Launches A New Kind of Consulting Service, The Secret To Peloton, Apple, Netflix, and Tesla's Growth: It's Vertical Integration, Don't Get Disrupted! Even if a project does not meet its initial goals, it can still be considered a success. Further, because customers are involved, companies are tackling real, current problems. For example, responding to a need in the semiconductor market, our company set out to develop a new ultrahigh-purity diaphragm valve. The MVP is a product with the least amount of functionality that you can bring to the market, market to customers, and then update on a frequent, ongoing basis. About 10 years ago Bristol-Myers Squibb (BMS), as part of a broad strategic repositioning, decided to emphasize cancer as a key part of its pharmaceutical business. 5 Keys to Effective Innovation and New Product Development (NPD) Planning 8 of 15 Innovation and new product development is a cross-functional process. Here are three strategies you can implement today to ensure that your company does innovation correctly and reaps all the benefits. A manufacturer known for innovation stands apart in the marketplace. Manufacturers that implement best practices in customer-driven product development can reap unique benefits. Radical innovation often involves achieving major breakthroughs in the form of new technology, business models, or processes. In doing so, developers will be able to respond more quickly and effectively to customer needs. New Product Innovation, Development, and Implementation Strategies. What value your innovation will create for the customers? He will retain the title of president. What is not supported: Development of first product; Projects with low levels of technology innovation in relation to industry norms; Support level: SMEs up to 80%; non-SMEs up to 60% of qualified costs from 1 April 2020 to 30 September 2021. Instead, take the time to engage with your prospective buyers and learn what they want. What processes affect its performance? Gaining comprehensive insight may reveal that a more complete solution exists rather than one that simply fulfills the customer's initial request. The first way to achieve this is obviously to hire highly skilled people, but there is often a conflation of stellar academic credentials or work experience with the ability to innovate. How does it fit into a complete system? Copyright © 2020 Entrepreneur Media, Inc. All rights reserved. They also frequently discover innovative solutions by chance. "Since joining Oshkosh last year, John has been instrumental in advancing the company's key strategic initiatives and effectively responding to the COVID-19 pandemic while prioritizing the health and safety of our teams and communities," said Stephen Newlin, independent chairman of the board, in a press statement. Companies that get innovation right are always rewarded in the market, and those that don't will likely be forgotten in a short while since they will find it difficult to differentiate themselves from their competitors. An innovation can create value in many ways. Reckitt Benckiser Group (14.7% TSR) is a best-in-class fast follower in the consumer products industry, which is characterized by low consumer-switching costs and short product development cycles. Customer requests represent an external force driving innovation. Incremental New Product Development: The Apple Approach.