What approaches are most effective for successfully creating new product innovations?
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.