2nd Create, Deliver and Capture Value from Innovative New Products & Services
by Josiah Go
Many new products claim to be innovative but are really more "me-too" or "catch-up". This course will not only share generous cases of where to get new ideas for new products and services but how to do it innovatively.
Unfortunately, most new product development starts with consumer pain points as part of its industry’s conventional wisdom. However, patterns from successful innovative new products research will prove it should not be. Likewise, the Mansmith 4-step innovation process will be shared.
Key Topics
4 Key questions about Products
4 key questions about Value
Distinguishing needs vs. wants in NPD
Roles of new products and services
9 different values to choose from
System thinking and activity system design in New Products: Key questions to ask
4-step innovation process for new products and services (NOPE! 1st step is NOT pain points)
Case studies from canned food, retail, app, payment, phone, online service, gaming, entertainment, cinema, microlending
4x5 market-driving planning map
4 levels of differentiation
Critique of the traditional NDP and the value proposition
VOC vs. VOE
Where to start - Customers or Non-customers
Case studies from ice cream, low-cost housing, clothing, platform, banking, convenience store
Key questions to ask to spot opportunities (case studies from motel and bakery)
What to look for
Beyond the value proposition, look into the Business Model: 4 Criteria for soundness
Identifying risk
Selection criteria to avoid risks and mistakes
Schedule
March 19, 2024
9:00PM to 12:00PM
Who Should Attend
Product Managers
Innovation Managers
Business Unit Managers / General Managers
Josiah Go
Chairman and Chief Innovation Strategist
Josiah Go is the Chair and Chief Innovation Strategist of Mansmith and Fielders, Inc., previously awarded for innovation excellence by the ASEAN Business Awards in a 10-country competition. He has been responsible developing numerous innovative products, services, and business models. Additionally, he is an executive scholar of Kellogg Business School specializing in marketing and sales, and from MIT Sloan in innovation and strategy. For the past 9 years, he writes a business Q&A for the Inquirer.
Josiah is a record-breaking, best-selling author of 19 books on marketing and entrepreneurship. He is also recognized at the most awarded business educator in the Philippines. He currently serves as an independent director on the board of UnionBank of the Philippines.