How Ordinary People Create Extraordinary Products: Merging Strategy, Brand and Innovation.
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Excerpts from "The Design of Things to Come"
Chapter 1: The New Breed of Innovator

Chapter 2: Pragmatic Innovation
                - The New mandate

Chapter 3: The Art and Science of Business

Chapter 4: Identifying Today's Trends
                   for Tomorrow's Innovations

Chapter 5: Design for Desire
                - The New Product Prescription

Chapter 6: The Powers of Stakeholders
                - People Fueling Innovation

Chapter 7: B-to-B Innovation
                - The New Frontier of Fantasy

Chapter 8: Making Decisions for Profit
                - Success Emerging from Chaos

Chapter 9: A Process for Product Innovation

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

Chapter 11: To Hire Consultants or Build Internally
                  - That is the Question

Epilogue: The Powers of Innovation
              - The New Economy of Opportunity

Chapter 9: A Process for Product Innovation
“Today’s innovative companies follow a process such as the one described in this chapter to develop new product concepts through what is often called the “fuzzy front end”. It is the early stages of development that set up the platform for innovation. But these early stages are, for many, the most difficult to navigate. The uncertainty and incomplete information from which decisions must be made are uncomfortable for the traditional breed of engineer and marketer. Yet it is the ability to understand the complete picture of what that information tells you that enables innovation and successful new product development to take place. The tools in this chapter and book are best practices that companies deploy; they are consistent strategies for innovation from within. For that is the approach of the Edith Harmons and Josh Kaplans at New Balance and the Chuck Jones, Dee Kapurs, and all of the others discussed in this book as the New Breed of Innovator.”