How to

How-to guides for consumer goods innovation

Working notes on the parts of new product development that are easy to get wrong: taking a rough idea to a concept, writing a brief that names the consumer problem rather than a feature list, and reading whether what you have is a genuine bet or a solid line extension. Written by operators who have done both for a living.

Clarity, a clear-headed functional soda, as a finished concept

How to turn a product idea into a concept

What to do once you have an idea, and before you have anything to show.

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How to write a new product development brief

How to brief the consumer problem worth solving, so a team builds the right thing.

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How to research a new product idea

Matching the research method to the kind of innovation, and to what you need it to do.

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The Breakout Curve

Why most innovation doesn't add value, but some innovations redefine their categories.

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Is my product idea worth pursuing?

How to tell what kind of bet you have in front of you, and back it accordingly.

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What makes a strong product concept

The difference between a concept that is merely complete and one that is strong.