When it comes to introducing new products, companies excel: they offer thousands of new products every year. Unfortunately, most of them fail. This highlights the real issue that affects companies all over the world:

Companies are not struggling to create products. Instead, they struggle to create Suitable products, That is, those who are sure to win the market.

This raises an important question:

In your company, responsible for identifying the products that will enter the product development process – and ensure that they are Suitable products?

As it turned out, innovation is not everyone’s responsibility. Ironically, in most companies, his hand full of people, decides products that will enter the product development process. This small group of people (which is likely to include vice president, managers and other managers) is ultimately responsible for innovation: to ensure that the products that agree to develop will be successful in the market. If they agree to products that fail to get out of the development process or failure in the market, you will waste the company’s time, money and resources. Thus, their final goal is Ensure that the winning products only enter the product development process – and refuse all others.

While this may seem impossible, it is not. But to be successful, this small group of people (let’s call them Product supervision teamYou must learn to think and act differently. To help a company that excels in creating products, this team must:

1. They acknowledge that they are responsible for innovation – and work to ensure that the winning products only enter the development process.
2. Ensure that each producer team (developers, engineers, scientists, marketers and others) has the information he needs to visualize the winning solutions, that is, products and services that get the customer’s “job” better and/or more cheap.
3. To be able to evaluate, with a high degree of certainty, which will occupy the proposed solutions Put the “job” The best and win in the market. This means that they must have a safe way of failure to determine the products that must be invested.

The tools needed to achieve these goals are available as part of ODI’s innovation process (ODI)But you rarely use it Product supervision teamBecause they often delegate the responsibilities of innovation to others in the organization. It’s time for management to lead innovation and thinking efforts differently.

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The administration is responsible for the company’s success in innovation

Creating the product is not everyone’s responsibility. It is the responsibility of the administration. The failure of the administration has contributed to recognizing this responsibility and its great compatibility in the success rates of the weak innovation that companies are fighting today.

It is understandable: no one wants to be responsible for a process that appears random and unpredictable. But by delegating the responsibility of innovation to “everyone”, the administration contributes to its unpredictable nature.

The truth is that innovation is no longer an unpredictable process. Kinks has been placed. Jobs to activate Theory and ODI make innovation more predictable. the Product supervision team He must know this fact and lead the motivation towards the expected innovation. After all, the administration can just make sure that the institution has the information it needs to be successful and stabilize the necessary discipline to ensure Only winning products Enter the development process.

Ensure that the institution has the data it needs to be innovative

Companies often put the products in their development pipeline without a broken functional agreement on: (1) Who is the customer, (2) What are the needs of the customer, or (3) that customer needs are not worn. In most companies, these questions are largely discussed and often answered. As a result, when it comes to creating products, the developers struggle to imagine the winning products and managers struggle to separate the ideas of the winning product from the losers.

In order to set profitable solutions, the product team must agree on these basic inputs – and make Product supervision team Responsible for ensuring that they have these logical ideas. Currently, in most companies, no one is responsible for ensuring product teams understanding problems (jobs that you must try to solve. In fact, they are often accepted as an inevitable commercial practice that sales, marketing, development, research and development will not be on the same page. This must change.

A joint understanding of the customer can be achieved and aligned with the customer’s needs by ensuring that each productive team invests in the application of the functional theory and innovation that results in its markets. This may require both governance and financing from Product supervision team.

the Product supervision team I must recommend that each productive team:

• Learn the basics of functional theory and the ODI process.
• Participate in the soft, soft search discussions designed to obtain the desired results data for the customer (see Invention of the customer’s perfect customer needs statement).
• Do a quantitative search to determine the results that are services/over -services, how many (see The invention of market research to put the theory of jobs into practice).
• Providing a multi -function agreement on what the customer needs are the needs of the customer.
• Use their newly discovered vision to visualize products and services that address the results of the customer and achieve the “job” better and/more cheap.
• Evaluate their best ideas against the desired results data to determine how much they get the task better and the possibility of winning the market.
• Use data to justify them Product supervision team Why should they agree to the proposed product/service for development.

Each producer team will be more likely to create the winning product concepts when applying this discipline.

Determine the ideas that have the best opportunity to win the market

the Product supervision team The same ideas that the product team uses can help assess the concepts of the product that is presented to agree. in other words , Product supervision team The imposition of discipline by asking those who provide the product concepts to develop to determine the amount of much better and/or more at a cheap price in enabling customers to accomplish the task. Then they can apply a base group that helps to direct their investment decisions. For example, they may decide:

• Investment only new Products and services that will help customers accomplish at least 20 % better job.
• Investment only Preservation Products that will help customers accomplish at least 5 % better job.
• Look for products that will help customers accomplish the task significantly Best and cheaper.
• Avoid investing in sabotage solutions targeting the disadvantaged market sectors.
• Avoid investing in distinct allocation solutions, the highest cost targeting the excessive market sectors.

With the correct standards in place – and the data required to ensure the fulfillment of the standards – Product supervision teamThe company as a whole will be more effective in ensuring that the winning products enter the product development process. This will significantly reduce waste in the development of products and lead to great cost savings.

Learn more about Jobs to activate and Innovation resulting from the result.