{"product_id":"predictable-winners-a-handbook-for-developing-forecasting-and-launching-new-products-and-services-hardback-9781503638853","title":"Predictable Winners; A Handbook for Developing, Forecasting, and Launching New Products and Services (Hardback) 9781503638853","description":"\u003cfont face=\"Georgia\"\u003e\r\n\u003cp\u003e\u003cfont size=\"6\"\u003ePredictable Winners\u003c\/font\u003e\u003cbr\u003e\r\n\u003cfont size=\"5\"\u003eA Handbook for Developing, Forecasting, and Launching New Products and Services\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\r\n\u003cp\u003e\u003cfont size=\"4\"\u003eStuart E. Jackson (Author), Ilya Trakhtenberg (Author)\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e9781503638853\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eHardback, published 18 March 2025\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e318 pages, 17 tables, 25 figures\u003cbr\u003e22.9 x 15.2 x 3.1 cm, 0.56 kg\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\u003cp align=\"justify\"\u003e\u003cem\u003e\u003cfont size=\"3\"\u003e\"Success today is often about which teams can change and innovate the fastest. This book will help organizations get new products right the first time. It should be a cornerstone of management development programs.\"\u003cbr\u003e  —Paul Walsh, Chairman McLaren Group \"...a menu of options to optimize your chances of winning with new innovations. The framework in this book will help you move faster, be smarter in defining the market and the potential upside, and execute with confidence to increase your chances of success.\"\u003cbr\u003e  —Ania Smith, CEO, TaskRabbit \"This is how investors want their CEOs to think. When does a team seek input into product\/market fit? Not just at the outset, but every day along the way. When does a team stop pressure-testing the product concept against the market need? Never. When does a product owner stop listening? Never. The lessons provided by the authors are practical, applicable, and invaluable.\"\u003cbr\u003e  —Paul LaViolette, Managing Partner, SV Health Investors, former COO Boston Scientific \"One thing I really like about this book is its strategic approach to both internal product development and acquisition of innovative new platforms. Few organizations combine both effectively.\"\u003cbr\u003e  —Kevin Mayer, CEO Candle Media, Former CEO TikTok \"Provides a great framework for those of us involved in early-stage product platform development as we make the tough calls on where to place our investment bets.\"\u003cbr\u003e  —Paul K. Wooton, Adjunct Professor, Rice Bioengineering \u0026amp; Exec Director Rice Biotech Launch Pad\u003c\/font\u003e\u003c\/em\u003e\u003c\/p\u003e\r\n\r\n\u003cp align=\"justify\"\u003e\u003cstrong\u003e\u003cfont size=\"3\"\u003e\u003cp\u003e\u003cb\u003eA \u003ci\u003eUSA Today\u003c\/i\u003e Bestseller\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eA leading global consulting firm on how to achieve new product launch success rates far above industry averages.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eNew product launches are risky. But disciplined innovation practices lead to success rates well above industry benchmarks. \u003ci\u003ePredictable Winners\u003c\/i\u003e is a comprehensive handbook of best practices for improving the odds of success at every step of the innovation journey—from concept development through commercial launch and beyond. Product leaders, innovation teams, and senior executives will find practical insights to reduce product risk and improve R\u0026amp;D effectiveness and ROI, while delighting customers with a pipeline of compelling new products and services. \u003c\/p\u003e \u003cp\u003eThe authors' systematic approach is covered step-by-step in twenty-five chapters on topics like assembling the right team, identifying innovation opportunities, conducting a disciplined, data-driven assessment of a new product's revenue potential, making wise investment decisions, and more. \u003ci\u003ePredictable Winners\u003c\/i\u003e also details how to use quantitative tools to disaggregate and reduce the distinct risks around competing product concepts, customer segments, channels, pricing, and launch planning. Finally, because not all breakthrough innovation comes from internal teams, the authors also explain advanced strategies for improving the odds of success: balancing organic innovation with external acquisitions or licensing.\u003c\/p\u003e\u003c\/font\u003e\u003c\/strong\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eAcknowledgments\u003cbr\u003e  Part I: Configuring for Success\u003cbr\u003e  1. Use a Systematic Approach to Beat the Odds Why Investing in New Products Is so Difficult and so Important\u003cbr\u003e  How Risk and Uncertainty Can Be Systematically Managed\u003cbr\u003e  The Benefits of a Systematic Approach\u003cbr\u003e  Who This Book Is For and What You'll Find Inside\u003cbr\u003e  How Did We Come to Be Leading This Tour?\u003cbr\u003e  2. Manage Risks by Evaluating Multiple Indicators of Success Benefits and Challenges of Fast Fail Innovation\u003cbr\u003e  Barriers to Change for Established Companies\u003cbr\u003e  Lack of Resources for Entrepreneurs and Emerging Businesses\u003cbr\u003e  The Catch-22 of New Product Investing\u003cbr\u003e  3. Avoid the Seven Behaviors that Reduce the Odds for Many Innovators Overrelying on Intuition, Rather Than Objective Evidence\u003cbr\u003e  Rushing into New Areas Where You Have No Right to Win\u003cbr\u003e  Fearing Failure If Products Are Not \"\u003cbr\u003eAbsolutely Perfect\"\u003cbr\u003e\u003cbr\u003e  Prioritizing Product Features over Customer Needs and Solutions\u003cbr\u003e  Focusing Only on the Short Term or the Long Term\u003cbr\u003e  Trying to Own It All\u003cbr\u003e  Failing to Flex\u003cbr\u003e  Part II: Developing Product and Service Concepts\u003cbr\u003e  4. Look for What's Broken, Who's Not Being Served, and How to Leverage Your Strengths What's Broken?\u003cbr\u003e  Who's Not Being Served?\u003cbr\u003e  How Is Your Company Special?\u003cbr\u003e  The \"\u003cbr\u003eEdge Strategy\"\u003cbr\u003e: Leveraging Unique Capabilities\u003cbr\u003e  5. Take Advantage of Direct Market Feedback and Rapid Prototypes The Value of Early Market Feedback\u003cbr\u003e  Benefit from Lean Development and Low-Cost Prototyping\u003cbr\u003e  Leverage a Variety of Early Signals to Assess Potential\u003cbr\u003e  6. Embrace Continuous Upgrades and Lean Development for Digital-Led Businesses Design Sprint for New Concept Development\u003cbr\u003e  Trialing the User Experience\u003cbr\u003e  Proof of Concept for AI Products\u003cbr\u003e  Use Platform Customers for B2B Solutions\u003cbr\u003e  Manage Risks for B2B Customers\u003cbr\u003e  Network Benefits for Digital Businesses\u003cbr\u003e  A Special Context for Innovation: Leaner, Faster, and Networked\u003cbr\u003e  7. Move Up the Detect-Analyze-Act Pyramid to Enrich Products Using Digital Applying the Framework: Collins Aerospace\u003cbr\u003e  Detect, Analyze, and Act\u003cbr\u003e  Create Effective Digital Customer Connections\u003cbr\u003e  8. Use a Start-Up Mindset for Breakthrough Innovation in Large Companies Build a Dedicated Team\u003cbr\u003e  Balance Risks and Rewards for Team Members\u003cbr\u003e  Allow Accelerated Decision-Making with Guardrails\u003cbr\u003e  Define Clear Milestones and Tie Budgets to Achieving Them\u003cbr\u003e  Example of Breakthrough Innovation Challenges at a Large Corporation\u003cbr\u003e  Be Aware of the Challenges of Corporate Venture Capital\u003cbr\u003e  Alignment and Investment\u003cbr\u003e  Part III: Forecasting Revenue\u003cbr\u003e  9. Build a Business Case to Avoid the Product Graveyard The Five Elements of a Robust Business Case\u003cbr\u003e  Avoid the Product Graveyard\u003cbr\u003e  10. Size the Prize and Identify the Customers You Will Win Define a \"\u003cbr\u003eBig Enough\"\u003cbr\u003e Market Opportunity\u003cbr\u003e  Identify Growth Tailwinds\u003cbr\u003e  Segment the Universe of Potential Customers\u003cbr\u003e  Build a Customer Runway\u003cbr\u003e  11. Gather Customer Insights, Not \"\u003cbr\u003eVoice of Customer\"\u003cbr\u003e Know Your Tools for Market Insights\u003cbr\u003e  Get Full Value from Market Interviews\u003cbr\u003e  Know How and When to Use Surveys\u003cbr\u003e  Derive Insights, Not Data\u003cbr\u003e  12. Never Take Market Research at Face Value Getting Adoption Estimates Right\u003cbr\u003e  Pressure Test with Analogs and Triangulations\u003cbr\u003e  13. Assume Your Competitors Are at Least as Smart as You Are Define Your Current and Future Competitive Set\u003cbr\u003e  Understand Your Competitors and Their Advantages and Disadvantages\u003cbr\u003e  Use Wargaming to Predict and Prepare for Competitive Responses\u003cbr\u003e  14. Price to Unlock the Full Value of Your Innovation Price to Win the War, Not the Battle\u003cbr\u003e  Always Start with Value\u003cbr\u003e  Select the Right Pricing Model\u003cbr\u003e  Determine Your Pricing Strategy\u003cbr\u003e  15. Build a High-Confidence Revenue Forecast The Fundamentals of Building Revenue Forecasts\u003cbr\u003e  Develop Your Model Methodology\u003cbr\u003e  Defining Adoption Curves\u003cbr\u003e  Adjusting for Competitive Impacts\u003cbr\u003e  Assessing Risk with the 3S's: Sensitivities, Scenarios, and Simulation\u003cbr\u003e  The \"\u003cbr\u003eWhat You Have to Believe\"\u003cbr\u003e Sense Check\u003cbr\u003e  16. Create a Bulletproof Business Case Put the Case Together with a Strong Narrative\u003cbr\u003e  Define Your Ask\u003cbr\u003e  Framing Your Ask for Your Audience\u003cbr\u003e  Part IV: Ensuring Commercial Success\u003cbr\u003e  17. Identify and Lower the Biggest Barriers to Adoption Understand How Customers Buy and Which Stakeholders Will Matter\u003cbr\u003e  Proactively Overcome Expected Adoption Barriers\u003cbr\u003e  Learning from Uber\u003cbr\u003e  18. Plan Enough but Not Too Much The Importance of a Goldilocks Launch Plan\u003cbr\u003e  Creating a \"\u003cbr\u003eLiving\"\u003cbr\u003e Launch Plan\u003cbr\u003e  19. Take the Shortest Path to Value, Not to Market \"\u003cbr\u003eGo Big or Go Home\"\u003cbr\u003e Launches\u003cbr\u003e  Limited Launches and the Art of the Lean Launch\u003cbr\u003e  Tradeoffs of Direct vs. Distributor Channels\u003cbr\u003e  Manage Channels, Don't Let Them Manage You\u003cbr\u003e  20. Prime the Organization for a Successful Launch Organizational Priorities for Start-Ups\u003cbr\u003e  Organizational Priorities for Established Companies\u003cbr\u003e  Importance of Building Internal Alliances\u003cbr\u003e  Organizational Best Practices for Launch\u003cbr\u003e  Part V: Creating Long-Term Value\u003cbr\u003e  21. Turn a Single Success into an Enduring Franchise Five Areas Where Many Companies Fall Short\u003cbr\u003e  The Challenge of Going Beyond the First Product\u003cbr\u003e  The Value of a Multi-Platform Product Plan\u003cbr\u003e  22. Make Use of Acquisitions and Partnerships to Accelerate Innovation Value The Five-Point Framework\u003cbr\u003e  The Power of Partnerships\u003cbr\u003e  Breaking New Ground: A Nonprofit Enterprise Bets on a New Subsidiary\u003cbr\u003e  23. Embrace Proven Pathways for Long Lead-Time Innovation Managing Your Business as a Series of Inflection Points\u003cbr\u003e  A Different Pathway: Aviation\u003cbr\u003e  Balancing High-Risk, Long-Term Innovation with Near-Term Wins\u003cbr\u003e  24. Use Incremental Developments to Complement Breakthrough Innovation Incremental Innovation: What's Required?\u003cbr\u003e  Incremental and Breakthrough: Conflicting Imperatives?\u003cbr\u003e  The Role of Execution in Determining Whether a Product Becomes a Breakthrough\u003cbr\u003e  Incentives in Large Organizations\u003cbr\u003e  Innovation Challenges for Large Organizations\u003cbr\u003e  25. Turn Gaps into Strengths for Start-Ups and Entrepreneurs How Entrepreneurs Can Turn Weaknesses into Strengths\u003cbr\u003e  Configure to Maximize Advantages\u003cbr\u003e  Knowing When to Exit or Find a Partner\u003cbr\u003e  Appendix 1: Tools for Market Research\u003cbr\u003e  Appendix 2: Real-World Data Resources to Complement Market Research\u003cbr\u003e  Appendix 3: Estimating Purchase Intent\u003cbr\u003e  Appendix 4: Revenue Modeling Best Practices\u003cbr\u003e  Notes\u003cbr\u003e  Index\u003cbr\u003e\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\r\n\u003c\/font\u003e","brand":"Stanford Business Books","offers":[{"title":"Brand New","offer_id":52521230074136,"sku":"9781503638853","price":26.28,"currency_code":"GBP","in_stock":true}],"url":"https:\/\/freshlyprintedbooks.co.uk\/products\/predictable-winners-a-handbook-for-developing-forecasting-and-launching-new-products-and-services-hardback-9781503638853","provider":"Freshly Printed Books","version":"1.0","type":"link"}