Chapter 4: Creativity and The Product Concept

Angelica D.
Solis Product Management (Written Report)

CBET.03-602E T/H: 1:30-3:00P
CHAPTER 4: CREATIVITY AND THE PRODUCT CONCEPT
Concept Generation: The act by which new concepts, or ideas, are created. Also the definition of
the second phase of the overall product innovation process, during which the concepts are
created. Sometimes called idea generation or ideation.
SETTING:
Whereby this is the time where you going to locate your product. This phase is actually
the gathering all of prospective information to assist your product that will going to launch. This
is also the stage where you are preparing and planning to whom you will going to market your
product.
PREPARATION:
- Product innovation is the creation and subsequent introduction of a good or service that

is either new, or an improved version of previous goods or services. This is broader than
the normally accepted definition of innovation that includes the invention of new
products which, in this context, are still considered innovative.
- Finding right person what are the traditional competencies that innovators were hired
for in your organization? Most hiring today is based on competencies and past results, but
the future of hiring will move toward potential. This is because just because a person has
succeeded at organizations they’ve worked with in the past – organizations that
undoubtedly had different cultures and different challenges than those of your
organization – is no guarantee they will succeed at your company. I’m sure you’ve had
the experience of when you’ve hired someone with a great resume only to find they
couldn’t operate within your company’s culture or couldn’t adapt to changing demands
and circumstances. Instead, you want to hire people who have shown a proven potential
for constant learning and growth, people who are capable of adapting quickly to changing
circumstances and who deal well with the ambiguity that is present in fast moving
markets.
- Management Role As a manager, you probably fulfill many different roles every day.
For instance, as well as leading your team, you might find yourself resolving a conflict,
negotiating new contracts, representing your department at a board meeting, or approving a
request for a new computer system.
Put simply, you're constantly switching roles as tasks, situations, and expectations
change. Management expert and Professor Henry Mintzberg recognized this, and he argued that
there are ten primary roles or behaviors that can be used to categorize a manager's different
functions.
- Activities to encourage Innovation is the process of developing new things. In business,
the term often refers to the commercialization of new ideas, inventions, products, designs
and resources. Competitive benefits from innovation include:
 improved quality
 greater customer satisfaction
 extended product or service range
 increased profits
 reduced costs
 Improved production techniques.
An innovative business owner is always on the lookout for:
 new and/or better products and services

 more efficient processes
 new ways of delivering services
 Other innovative strategies to put them ahead of their competition.
- Special Rewards
1. Flex those hours. If there's one free reward that rises above the rest, it's flexible
work schedules. Nearly every expert we contacted suggested flex time.
2. Send a handwritten note. Supervisors should ask top brass to write a personal
note to employees who deserve recognition, advised Cindy Ventrice, author of
"Make Their Day! Employee Recognition That Works."
3. Make work fun. “During a business coaching engagement, I found employee
morale to be way down,” said Terri Levine, president of The Coaching Institute.
4. Help them connect. Introducing employees to key suppliers, customers or
someone in senior management can help make an employee's career
5. Lose the shoes. Kaerie Ray, an account executive with the Echo Media
Group public relations firm, said implementing a “no-shoes policy” can make
employees feel right at home with each other, which translates into increased
productivity.
6. Send them to the showers. (As in parties, not lathering and rinsing.) “Every
birth and wedding deserves a shower,” said Ray.
7. Blow out the candles. Cisco Systems Inc.'s CEO John Chambers hosts a monthly
hour-long birthday breakfast for any employee with a birthday that month, says
Harrison. “Employees are invited to ask him anything. They feel recognized, and
he gains loyal employees who share their ideas.”
- Removal of roadblocks- More business leaders report that they believe in the power of
social behaviors and technologies to add value to their business. A new study from
the Economist Intelligence Unit and PulsePoint Group seems to confirm that business
leaders are seeing the value while still be held up by barriers to expanding their use of
social across the enterprise.
The survey of 329 US and Canadian executives painted a clear picture of the positive
expectations and beliefs of executives. Social engagement can deliver big gains in growing
market share, improved marketing and sales effectiveness, improved product and service quality
and more. But something still gets in the way of actually executing at scale on this belief.
PRODUCT CNCEPT:
The Concept: A product is successful when it meets the goals/objectives in the PIC. When it is
launched it is still a concept because changes are quite apt to be necessary to make it successful.
Three inputs required by the creation process
Form: It is a physical thing created, or in the case of service, it is the sequence of steps by which
the service will be created. For example: New steel alloy, form is the actual bar or rod material
Technology: This is the source by which the form was attained. Technology is defined in
product innovation as the power to do work.
For example: Steel and other chemicals used for the alloy, the science of metallurgy, product
forming machines, cutting machines and more.
Need/Benefit: The product has value only as it provides some benefit to the customer that the
customer sees a need or desire for.

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Angelica D.

Solis Product Management (Written Report)

CHAPTER 4: CREATIVITY AND THE PRODUCT CONCEPT

- Product innovation is the creation and subsequent introduction of a good or service that

An innovative business owner is always on the lookout for:

 new and/or better products and services

Three inputs required by the creation process

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