Start 2012 strong by focusing your team, your resources and your organization with a product innovation strategy to create new products that will win in the marketplace:

1. FEATURE ARTICLE: Developing a Product Innovation Strategy for Your Business
2. 2028 Starts with 2012
3. Focusing Your Product Innovation Efforts For The Year Ahead

Developing a Product Innovation Strategy for Your Business By Robert G. Cooper & Scott J. Edgett As companies begin their new year planning for product launches for the next 12-16 months, there is no better time to begin thinking about how new products fit with your organization's business strategy. However, not all companies have a well executed product innovation strategy that ensures the new product portfolio drives the strategic direction for the company. Back by popular demand, this month's feature article is an excerpt from Dr. Cooper and Dr. Edgett's best-selling book, Product Innovation and Technology Strategy, and highlights the importance of having a product innovation strategy and the elements that ensure measurable success with new products.

UPCOMING EVENTS: Master a Winning Product Innovation Strategy February 21-22, 2011 • Miami, FL Winning at New Products: Proven Roadmap for Success April 17-18 2012 • Alexandria, VA Successfully Implementing and Sustaining Your Idea-to-Launch Innovation Process May 15-16, 2012 • Philadelphia, PA

2028 Starts With 2012

What is 75 years?
What is 15 years?

75 years was the life expectancy of a S&P Index company in 1957.
15 years is the life expectancy of a S&P Index company today.

It is quite probable that by the year 2027 most S&P Index firms will be ones you have never heard of. The life expectancy of a typical firm, S&P or not, has much to do with the marketability of its products and its ability to innovate to meet ever-changing customer needs. No longer can it be assumed that a long future is assured for most new products - hence the importance of continuous innovation.

Continuous and planned innovation is not an easy thing for most firms and individuals to achieve, and is made much more difficult when the firm lacks a clear and comprehensive product innovation strategy. In fact, it would be difficult to imagine any firm succeeding at continuous innovation without first developing a comprehensive and well-articulated product innovation strategy.

If you do not have a product innovation strategy in place, join Dr. Robert Cooper on February 21-22 in Miami, FL for Master a Winning Product Innovation Strategy: Achieve Your Growth Objectives and leave ready to ensure that not only is 2012 going to be a great year, but so will 2028!

Focusing Your Product Innovation Efforts For The Year Ahead

Are your product innovation efforts as focused as they should be? Research shows that a focused approach for new product development has been found to be an important ingredient of successful innovation strategies¹. Focus provides direction for idea generation, criteria for idea screening and project selection and targets for resource allocation. It also improves creativity by targeting scarce resources and energies on those areas where the payoff is the greatest.

Product Innovation and Technology Strategy provides a step-by-step guide to achieving dominance in today's marketplace by outlining the most effective way to become and stay focused – having a robust Product Innovation and Technology Strategy.

This book provides rich examples and illustrations with emphasis on:

• Uncovering the essential elements of a product innovation strategy and their impact
• Creating an Executive Framework to develop your Product Innovation and Technology Strategy and Roadmaps
• Discovering the critical link between portfolio management and your innovation strategy
• Achieving high impact results by prioritizing projects with the greatest strategic alignment.

Real breakthroughs with new products occur when a rigorous strategic planning process leads to clearly defined goals, objectives, strategies and measures. If you have a mandate to impact business performance through product innovation, Product Innovation and Technology Strategy is a must read! Order your copy today!

¹ Product Innovation and Technology Strategy. Cooper, Robert G. and Edgett, Scott J. 2009. pg 66.