Discipline in innovation

A common theme in the literature on innovation and new product development is the notion that firms often have too many, under-resourced projects, resulting in a lack of discipline.

Too many projects + Not enough resources = Lack of discipline.

When discipline is reduced, critical activities get rushed or, worse, don't occur at all. Robert Cooper (1999) identifies 8 critical success factors in successful product development:

1. Solid up-front homework: to define and justify the project.
2. Voice of the customer: slave-like dedication to the market.
3. Superior product: differentiated, unique value from the customers' perspective.
4. Sharp, early product definition: before development.
5. Well-planned, adequately resourced launch.
6. Tough go/no-go decisions: don't be afraid to kill a project.
7. Accountable, dedicated, supported cross-functional teams with strong leadership.
8. An international orientation.

This video by Rebecca Henderson of the MIT is well worth watching as she discusses discipline in product development. I particulary like her suggestion for creating a high-conflict/high-respect atmosphere in firms.


innovation management in Asia