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If You Want to Pursue Disruptive Product Innovations You Have to Search in Disruptive Ways… History is filled with examples of where game changing disruptive new products produced great rewards in revenue and market position. How can you and your company do it? To stay ahead of competition you need to stay ahead of them in your new product development (NPD) idea search methods. But, if you are relying on traditional consumer need-gap, white space research to uncover NPD opportunities, you may be missing the bigger ideas. What is needed is thinking that goes beyond the white space, or as the author calls it, The White Box, for new disruptive ideas. As the title suggests, this book provides a guide for a mental journey the author calls Vision DrivingTM for generating more and higher quality disruptive new product ideas, by Searching Outside The White Box. Vision Driving is based first on a deconstruction of historical and recent innovations which reveal certain reoccurring mental stimuli. The author then builds on this insight to create the 8 key steps in the Vision Driving process that lead to new idea formation. Each step is fully explained with their rationale and merits, and guidelines are provided for practicing by an individual or company team. Numerous examples are offered to demonstrate how the entire process can lead to next generation products in existing segments, or the creation of entirely new segments. Vision Driving creates disruption, so don’t look for linear advancements. Like in ice hockey where you skate to where the puck will be, Vision Driving takes the ideator to where the opportunities will be.
