New Thinking

In 2008, the top 1000 innovation companies spent USD 532 billion only on R&D (Booz Allen, 2009). However, success rates of new products have been dramatically low for years – less than 10% meet ROI targets (Business Week, 2005). The majority of new products withdraw from the market within a few years. Companies seem to create products that customers don’t want. Hard to accept? We thought so too. That’s why we apply a methodology with practical tools to put the customer first

Killing product ideas is tough. Very often companies lack criteria to pick the bad apples from the good. It would be ideal to be able to stop an idea as early in development as possible. To drop a product idea sometimes makes much more sense than finishing the concept, or even worse taking a product off the market. But what could such criteria be? If a product succeeds or flops, it is only the customer who decides. We think of customers as people trying to accomplish a job, e