Best in brief: Hitting the innovation spot

Describes `Systematic Inventive Thinking' (SIT), a disciplined approach to new product idea generation.

Best In Brief

Harvard Business Review: Hitting the innovation spot

J. Goldenberg, R. Horowitz, A. Levav and D. Mazursky

Douglas WestUniversity of Westminster

 

Product developers are constantly striving for the 'innovation sweet spot'. This is the point when a new product idea is different enough from the existing product to attract customer interest, and at the same time close enough to the company's existing position and capabilities to make sense to customers and be delivered by operations. 'Systematic inventive thinking' (SIT) provides a highly disciplined approach to new product idea generation that represents both the interests of customers...

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