Winning At New Products: Creating Value Through Innovation

I am a fan of Robert G. Cooper's Stage Gate (TM) NPD process. I was excited to read his new publication of this book. He did not disappoint! For most companies, NPD is a complicated series of trials and errors harmed by systematic procrastination, low quality front-end work resulting costly, poorly adopted internal and external products doomed to fail immediately after launch. After reading and applying these principles the mystery of NPD becomes corporate common sense and innovation becomes a strategic ingredient to the overall mission of the growing company.

I try to do my best to finish all the chapters, but I just finished 6 chapters of 10. Too much inefficiency. The author really love to write, but it seems he does not like to write efficiently. So many redundancy and many passages should be written 40% more efficient.

Robert Cooper,does a thorough job of demonstrating how to succeed in product innovation. He uses best practices, new approaches and easy to understand illustrations. If you are in the product development world, this is a must read from one of the founders / forefathers of the Stage Gate Idea-to-Launch Process.

This book is ok, but it was a really boring read. I also felt as if it was very repetitive throughout.

Probably it is the best book on the topic. I have not read all of the books on the topic and therefore cannot guaranty. Impressed by the book, I had also bought the audio version which is very handy to listen to. It will take easily a few years to master through practice for anyone. I have been passionate about NPD since almost 30 years now and I can reflect with many of the topics raised by the authors. In fact, I have read the book for the first time this year. I found that I was already practicing many of the things by common sense. However I have learnt a few new things too. If I would have this book much early in my career, it would have saved my many years of effort. Therefore, this is a must read book and more importantly must practice for all the R&D NPD managers right up to the top level.In addition, he had covered Agile etc which could be useful for the firms following those methods. The author suggests to use the Agile methods in the hardware Industry too by having clearly defined deliverables. We had Stage Gate Process in our company from a simplified Lite version to the detailed version.All topics from the Idea to Launch are covered in sufficient detail. The order of the topics is always debatable. An extremely important topic like strategy is at the end of the book. In my personal opinion it shall be the first chapter after introduction. More elaborate description can be given on the topic. There is a separate book on strategy by him but it was not updated for more than 15 years. I am sure that it is relevant, but wonder if one misses some best practice. Hearty congratulations to the author and it will be part of my lifetime collections. I really hope that I can practice every bit of it and further improve where possible.Some people think reusing such knowledge is copying. I don't have any words to describe such a judgement but can safely say that they are not able to discriminate in two different things. In my opinion, one shall reuse as far as one does not infringe anything legally and then further improvement. Reinventing the wheel only helps in a very unique areas for a new invention.In one particular Industry very specific to an area, I did not had to use a Stage Gate Approach and simply followed the Platform approach only as the Portfolio was also predefined due to the Industry nature. However, still there are many useful topics in the book which makes it easily the best reference book in the world for NPD. I am very keen on the ready made templates for the Gate Process and would appreciate anyone who can help with them. Some templates can be found in the book. I have asked the permission to use some of his pictures in my presentations (not for training) and still waiting for a reply. There are some basic mistakes in the figures which could be corrected. I had also asked the author some questions on the email id given on his Linkedin id and waiting for an answer. Now a days a few tools are available in the market to implement all what is mentioned. If someone is not willing to spend too much then they can go for Microsoft Excel and Project Portfolio Management in the cloud with Microsoft Power BI. The entire process can be built in to the Project Plan. In the initial years, we had Stage Gate system running in parallel to the Project Management. I had found that the later was much more effective. I think that this fact is also mentioned somewhere in the book.

If you’re looking to unravel the mysteries of new product development, this book does not disappoint! The author provides a clear path to understanding the principles and applications of this exciting process. It’s a great read with plenty of case studies and is an invaluable resource for any sized business looking to learn about the Stage Gate approach to new product innovation. Comprehensive and very well researched, Winning at New Products: Creating Value Through Innovation is a must have!

I've been involved in many new product launches in N.A and haven't come across as dependable a framework asCooper's Stage Gate process; common sense, consistently applied.Ray Verdon

Thoroughly researched with unprecedented access and insight into how some of the most innovative and successful firms in the world develop new products. A must read for anyone that's serious about innovation.

This book is excellent. Robert Cooper invented the stage gate process and has continued to research innovation and business success. He uses this vast experience to update his process into a hybrid stage gate/agile process. A must for Directors, Developers, Project Managers, and Product Managers in innovation companies, both physical and software driven. Lots of practical tools and suggestions thatcsn be applied, all backed up by research.

great as a guideline, however Cooper starts from the given that an organization is Innovation and R&D centric. Majority of the companies today are not.

Auch heute noch die absolute Referenz in Sache. Innovation- und Entwicklungsprozesse. Sehr anschaulich und tausendfach bewährt in der Praxis.

Great book and very useful. Used it for a marketing class.Arrived on time and in perfect condition