Ideation


The Uselessness of “Purchase Intent”

The Uselessness of “Purchase Intent”

In spite of being notoriously unreliable, asking whether your target customer intends to purchase your new-to-world product is fairly standard in research to support product development decisions.  And, it can be completely useless information. Purchase intent has some value in fast-moving consumer goods where the metric is captured during concept testing, and then married with eventual sales.  After numerous product launches, these ratios can help...

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Kill Early and Kill Often: The Key to New Product Success

Kill Early and Kill Often: The Key to New Product Success

The latest research from Stage-Gate International indicates that success rates for new product introductions are improving.  We used to hear that anywhere from 75% to 90% of new product introductions failed to meet their revenue goals; now we hear about success rates of 62%.  While that is certainly good news, innovators are under persistent pressure to improve these odds. So what is it about these...

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Getting Through Zero: More Concepts, Better Concepts – Faster

Getting Through Zero: More Concepts, Better Concepts – Faster

Have you ever noticed that in the Stage-Gate® process, the first stage is Zero? Before you step into the “machinery” (so to speak) there is important work to be done.  Whether you call Zero the “the fuzzy front end” or, as one of our clients characterizes it, “a simmering pot of ideas, opportunities, opinions, politics, and fear,” getting through Zero is an important part of...

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Stop the Insanity

Stop the Insanity

We’ve all heard the famous quote from Albert Einstein: “The definition of insanity is doing the same thing over and over again and expecting different results.” The quote seemed apt based on several conversations with current and prospective clients I’ve had in the past couple of weeks. The conversation goes something like this…”Kip, we have a new product development mandate and we need take a...

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Great Minds Do NOT Think Alike

Great Minds Do NOT Think Alike

Cross-functional teams are essential to product and service innovation.  Any time there are people involved, the “Fuzzy Front End” will remain fuzzy.  One of our clients calls this place, “a simmering pot of ideas, opportunities, opinions, politics, and fear.” In the front-end of innovation (FEI), significant dollars are usually spent on understanding customer needs and “filling the funnel” with product concepts.  The client team is...

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