Built to Love: Creating Products That Captivate Customers Review

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Built to Love: Creating Products That Captivate Customers ReviewI have long understood the importance of putting customer desire up front when developing new products. "Built to Love" has given me several new tools to help capture and ponder what our customers might respond to. More importantly, the book has given us a better way to TALK about how our designs will be experienced by the user and what we might change to heighten that experience. Excellent examples from across a wide range of products give the reader a way to personalize the material.
"Built to Love" is that rare business book that offers insights and techniques that can be applied immediately.Built to Love: Creating Products That Captivate Customers Overview

Built to Love reveals how companies can create captivating products that energize the marketplace and set the standard for what customers want and expect. Firms often hope the answer is to produce the latest high technology devices – only to find that they fail to light up the marketplace. Or firms rely on ads that overstate or mislead, leaving the customer disappointed and disillusioned. Instead, a deeper emotional engagement between the customer and product is required, regardless of whether the products are physical products, services, technologies, software, systems, or brands.

Using a combination of industry-based research and laboratory experiments, the authors demonstrate that customers will richly pay for products that authentically provide emotional fulfillment. They uncover the science behind successful products that create an avid and loyal following, and they present evidence that product emotions increase a product's success in the marketplace as well as a firm's success in the stock market (even when the economy is down!).

A practical how-to guide, the book next shows how to analyze customers' emotional needs and translate those needs into features that galvanize customers. Throughout, the book uses revealing case studies that show how to energize customers in both consumer and business-to-business worlds, in both large and small firms.


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Next Generation Product Development : How to Increase Productivity, Cut Costs, and Reduce Cycle Times Review

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Next Generation Product Development : How to Increase Productivity, Cut Costs, and Reduce Cycle Times ReviewReview of:
"Next Generation Product Development" by Michael E. McGrath
The last paragraph of Michael E. McGrath's newest book "Next Generation Product Development" boldly states that "product development has never been for the faint of heart." And I suspect that most everyone who has ever been involved in such activities will quickly shake their head "yes" to this "truth" statement, and quietly wish there was a better way. Fortunately in his new book McGrath guides us to this better way--a way that offers "more opportunity and promise for getting better new products to market faster, WHILE DOING MORE WITH LESS." The claim is nothing short of a renaissance of product development capability.
I like this book a lot. I like the multi-faceted emphasis on integration. I like the productivity theme and the need for new management processes. And I like the idea that we are only beginning the renaissance of product development capability, especially given the growth of collaborative development.
I confess that I do not like the continued use of the DCM abbreviation (it stands for "development chain management.)" But I suppose I can learn to live with another "alphabet name" because it does get to the heart of the matter--how to manage a lot of INTERDEPENDENT projects, all of which are going on at the same time. Of particular importance are McGrath's thoughts involving a "networked team," new concepts which I think will be fundamental to tomorrow's successful product development.
To join this renaissance, exactly where does one begin? McGrath offers three entry points: changes in resource management, changes in project management, or changes in strategy management. I suppose someone will try all three at once, but frankly just one is probably a lot for an organization to swallow. For different entry points McGrath offers us guidance, with levels of maturity assessments and/or stages of implementation. But even still, there is a lot of material to assimilate and multiple readings of many book sections will be needed to fully comprehend his recommendations.
However I suggest that you don't spend an excessive amount of time studying. Organizations mainly learn by doing, and this book lays out the "learn by doing" path toward success. Past generations of development have emphasized invention, project management, or time-to-market. This next generation is a path toward productivity within the entire development enterprise. It is a path toward "better decision making, better investment in R&D, better return on that investment, more collaboration with external partners, and true empowerment of development activity."
I suggest that you buy the book and begin.
Nils L. Dailey
N.L. Dailey AssociatesNext Generation Product Development : How to Increase Productivity, Cut Costs, and Reduce Cycle Times Overview
A Hands-on manager's guide to making the most of today's product development breakthroughs

A quarter century after MRP first transformed the global manufacturing arena, Next Generation Product Development stands poised to similarly impact new product development. This movement-defining book gives R&D professionals an in-depth explanation of the ways in which companies are able to achieve substantially higher levels of development productivity, while better aligning product development with strategy through new practices and systems.

Processes explored in Next Generation Product Development, and enabled by cutting-edge new-enterprise software, promise to explode the possibilities of what product development professionals can accomplish. This hands-on practitioner's guidebook will:

Establish a common set of frameworks and concepts
Introduce new project portfolio and product strategy management practices
Help R&D professionals increase productivity by 30 to 50 percent


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Product Release Planning: Methods, Tools and Applications Review

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Product Release Planning: Methods, Tools and Applications ReviewRuhe's book is truly excellent and comprehensive. He address the breadth of the decisions required for product releases from prioritizing features to staffing and practically everything in between. He also brings very sophisticated methods into the process.
For example, the collection of desired features in planning for a release is particularly difficult. There are usually many different voices competing for the development resources and there are limitations on both budget and schedule. The investor's voice (usually a sponsor) addresses time-value of money. The developer's voice who is concerned that product architecture addresses concerns for product support and maintainability. The customer's voice may be several different value systems. Marketing is interesting in features that yield high product margins. End users are interested in transaction volume and learning requirements. Their bosses are interested in the performance of their respective businesses. Ruhe describes a decision process that identifies different collections of features rather than strictly feature by feature. Each collection meets budget and / or schedule constraints but each collection is as different as possible by the collection of the stakeholder values. This allows stakeholders to better understand the necessary compromises to improve the value of their selection.
I would declare this book a "must read" for leaders of product development organizations.Product Release Planning: Methods, Tools and Applications OverviewBusiness success hinges on successfully creating products with the right features. You must correctly analyze the needs of the customer and match these needs with your resources to not only produce a product and but also deliver it in a timely manner. An in-depth understanding of systematic release planning can put you on this path. Authored by renowned expert Günther Ruhe, Product Release Planning: Methods, Tools and Applications presents methods and tools to apply sound planning to product development and product management.The book covers the different aspects of supporting product release decisions ranging from foundations to methods, tools, and applications. Equal parts art and science, the actual decision-making is described as a process of combining rigorous methods with the intuition and experience of human experts. Ruhe provides a guided tour through the methodology and use of release planning, starting with technology and market needs and proceeding to product planning and finally to development projects. He studies three fundamental classes of problems: prioritization of features, product release planning on a strategic level (roadmapping), and release planning on an operational level (staffing).Presenting and discussing tool support for all the methods covered, the author supplies case studies that underpin the methodologies with practical examples. He also supplies trial accounts (read only) for the two most important decision tools for prioritization and product release planning. The author freely admits that the techniques presented are not supposed to be the ultimate truth, but a direction to go to support human decision-making, to better understand the rational of the decisions made, and to grow in the capability of mastering the whole planning process.About the Author: Günther Ruhe holds an Industrial Research Chair in Software Engineering at University of Calgary. His main results and publications are in software engineering decision support, product release planning, project management, as well as measurement, simulation, optimization and empirical research for software-based systems. From 1996 until 2001 he was deputy director of the Fraunhofer Institute for Experimental Software Engineering in Kaiserslautern, Germany. He has comprehensive experience in industry collaboration projects and is the Founder and CEO of Expert Decisions Inc. Dr. Ruhe is a member of the ACM, the IEEE Computer Society and the German Computer Society GI.

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