Customer Reviews

Product Creation: The Heart of the Enterprise from Engineering to E-Commerce

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Francis' book should be read - and heeded - by anyone interested in creating successful new products. It is particularly valuable because it provides a comprehensive view of the processes and problems of creating new products. He not only describes the core process from idea generation through product launch, but he also includes the often neglected issues of information systems support, accounting for the costs and benefits of R&D programs, and patents and other legal issues associated with intellectual property.

The scope of the work is broader than it first appears to be. Francis, a well-known expert in manufacturing, describes product creation processes and methodologies equally useful for manufactured products and for service "products".

The book is rich in checklists on important topics, such as metrics of R&D performance, computing your leadership quotient, and motivating workers. He ends each chapter with a section called "Ideas for Action". These are tips on what to do to move from his printed page to action in the reader's organization. They are very useful.

The most important message of the book is that successful product creation cannot be left to the R&D department; it requires the joint efforts of every organizational function. People from other departments who affect product creation will find this book very valuable, as will the R&D people themselves.

In order for any organization to fuel its growth, it must excel at product development. How to do this? An organization must first approach development with new proposals from every corner of the organization. Evaluate these ideas rationally and systematically and then select the best ideas. The organization's goal is to create a portfolio of the best selected ideas to help the organization grow. An organization must then manage these projects in four stages: building case justification, concept feasibility, product development, and pilot and production startup.

Taking a new product from the basic idea to the product requires many steps that are connected in specific ways. An organization must rely on marketing intelligence, product definition, planning, research and development, process development, product launch, and after sales service. To be successful an organization must learn:

· Brainstorm new product ideas

· Coordinate the production and manufacturing processes

· Ensure an effective IT system is in place

· Lead the development instead of just managing

· Create loyal customers and keep them satisfied

· Create a quality product or service

· Measure and manage operations

· Manage the organization's intellectual property

· Manage the organization's liability

· Create effective Research and Development Systems

· Harness technology now and in the future