Introduction
The Power of Product Development Excellence to Compete and Prosper
The best way to predict the future is to create it.
—PETER DRUCKER
Designing the Future
“Insanely great” products can revolutionize an industry or even create one. Think of Apple’s iPod and iPhone, Google’s search engine, Facebook’s original friend-to-friend software, or Amazon’s product fulfillment service. These wildly successful start-ups led by visionary geniuses began with a new idea embodied in a new product and made their founders billionaires. It seems a great idea is hatched and an industry is magically transformed.
Then there’s the rest of us.
Revolutionary products that get the lion’s share of press are only the tip of the product development iceberg. ...
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