Predictable Winners
A leading global consulting firm on how to achieve new product launch success rates far above industry averages.
New product launches are risky. But disciplined innovation practices lead to success rates well above industry benchmarks. Predictable Winners is a comprehensive handbook of best practices for improving the odds of success at every step of the innovation journey—from concept development through commercial launch and beyond. Product leaders, innovation teams, and senior executives will find practical insights to reduce product risk and improve R&D effectiveness and ROI, while delighting customers with a pipeline of compelling new products and services.
The authors' systematic approach is covered step-by-step in twenty-five chapters on topics like assembling the right team, identifying innovation opportunities, conducting a disciplined, data-driven assessment of a new product's revenue potential, making wise investment decisions, and more. Predictable Winners also details how to use quantitative tools to disaggregate and reduce the distinct risks around competing product concepts, customer segments, channels, pricing, and launch planning. Finally, because not all breakthrough innovation comes from internal teams, the authors also explain advanced strategies for improving the odds of success: balancing organic innovation with external acquisitions or licensing.
—Paul Walsh, Chairman McLaren Group
"...a menu of options to optimize your chances of winning with new innovations. The framework in this book will help you move faster, be smarter in defining the market and the potential upside, and execute with confidence to increase your chances of success."
—Ania Smith, CEO, TaskRabbit
"This is how investors want their CEOs to think. When does a team seek input into product/market fit? Not just at the outset, but every day along the way. When does a team stop pressure-testing the product concept against the market need? Never. When does a product owner stop listening? Never. The lessons provided by the authors are practical, applicable, and invaluable."
—Paul LaViolette, Managing Partner, SV Health Investors, former COO Boston Scientific
"One thing I really like about this book is its strategic approach to both internal product development and acquisition of innovative new platforms. Few organizations combine both effectively."
—Kevin Mayer, CEO Candle Media, Former CEO TikTok
"Provides a great framework for those of us involved in early-stage product platform development as we make the tough calls on where to place our investment bets."
—Paul K. Wooton, Adjunct Professor, Rice Bioengineering & Exec Director Rice Biotech Launch Pad
