What approaches are most effective for successfully creating new product innovations?
Market research suggests that many new product innovations actually come about by identifying and re-envisioning new links between a product’s attributes—or attribute dependencies. This case draws on the methodologies described in Inside the Box: A Proven System of Creativity for Breakthrough Results, by Drew Boyd and Jacob Goldenberg, to apply Systematic Innovative Thinking processes focused on attribute dependencies as a means to identify opportunities for new product innovation. The case outlines the steps to follow when applying the attribute dependency template in business settings and includes a student exercise for classroom use.
Case ID: 180501