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The iPod is a harbinger of a revolution in product design: innovation that targets customer emotion, self-image, and fantasy, not just product function. Read the hidden stories behind BodyMedia's SenseWear body monitor, Herman Miller's Mirra Chair, Swiffer's mops, OXO's potato peelers, Adidas' intelligent shoes, the new Ford F-150 pickup truck, and many other winning innovations. Meet the innovators, learning how they inspire and motivate their people, as they shepherd their visions through corporate bureaucracy to profitable reality.

The authors deconstruct the entire process of design innovation, showing how it really works, and how today's smartest companies are innovating more effectively than ever before.

Foreword

Preface What to Expect from This Book

Acknowledgments

Chapter 1: The New Breed of Innovator

The New Breed of Innovator: Pragmatic Business

The New Breed of Innovator: Global Brand and Industrial Design

The New Breed of Innovator: Engineering and Advanced Thinking

So Who Are the New Breed of Innovators?

Innovation Revealed

Chapter 2: Pragmatic Innovation--The New Mandate

A Mandate for Change

Pragmatic Innovation (and How It Differs from Invention)

Moving from Invention to Innovation at Ford: The Redesign of the F-150

Innovation in Start-Ups

Manufacturing Quality--The New Commodity

Innovation--The New Mandate

The Global Dimension of Innovation

Surfing the Waves of Innovation

Chapter 3: The Art and Science of Business

Launching the Adidas 1

The Role of Marketing in the Early Stages of Product Development

The Ambiguity of Figuring Out Winning Products

A Sound Basis for Vision (Yes, You Can Go with Your Instinct)

A Process for Pragmatic Innovation

Identify an Area of Strategic hnportanee

Research People

Define the Opportunity

Define Design Criteria

Achieve the Criteria

Go/No-Go Decision

The Ground Rules: UnderstandinK the

Innovator's View of Procedures

Point 1: Thinking Required

Point 2: Innovation Yields Differentiation

Point 3: Don't Stop at Success

Point 4: Motivation Needed

Chapter 4: Identifying Today's Trends for Tomorrow's Innovations

Lead Users and New Technology

Apple: Trend Reader

So How Does One Read Trends?

Products Impacting Trends

In Reading Trends, It Is All About People

Designing the Mirra Chair I

Chapter 5: Design for Desire--The New Product Prescription

The Harry Potter Phenomenon

Form and Function

The Experience Economy

The Fantasy Economy

Fantasy in Everyday Products

Form and Function Fulfilling Fantasy

The Harry Potter Fantasy

Fantasy-Driven Products in Everyday Experiences

Chapter 6: The Powers of Stakeholders--People Fueling Innovation

Lubrizol--from Technology to Product

The Lens of Powers of 10

Powers of 10 in Action

Powers of 10 One: Molecular

Powers of 10 Two: Blending

Powers of 10 Three: Blending Machines

Powers of 10 Four: System Operation

Powers of 10 Five: Community

Chapter 7:B-to-B Innovation--The New Frontier of Fantasy

Chapter 8:Making Decisions for Profit--Success Emerging from Chaos

Chapter 9:A Process for Product Innovation

Chapter 10:Creating a Blanket of IP to Protect Your Brand

Chapter 11:To Hire Consultants or Build Internally-That is the Question

Eqilogue:The Powers of Innovation-The New Economy of Opportunity

Index

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作者简介：

　　Craig M. Vogel is a professor in the School of Design and director of the Center for Design Research and Innovation in the college of Design Architecture, Art and Planning at the University of Cincinnati. He has developed an approach to design that integrates teaching and research. He has worked with a variety of companies as a consultant for new product development and strategic planning.

书籍介绍

The iPod is a harbinger of a revolution in product design: innovation that targets customer emotion, self-image, and fantasy, not just product function. Read the hidden stories behind BodyMedia's SenseWear body monitor, Herman Miller's Mirra Chair, Swiffer's mops, OXO's potato peelers, Adidas' intelligent shoes, the new Ford F-150 pickup truck, and many other winning innovations. Meet the innovators, learning how they inspire and motivate their people, as they shepherd their visions through corporate bureaucracy to profitable reality. The authors deconstruct the entire process of design innovation, showing how it really works, and how today's smartest companies are innovating more effectively than ever before.