Chapter 10: Developing and Managing Products

If a product is new to the world it’s called a discontinuous innovation. These products are entirely new to the market. I think idea generation is a new tool. New-product ideas come from many different sources such as customers, employees, distributors, competitors, vendors, research and development, and consultants. If you remember brainstorming in school, you’ll remember that is was a good tool to use, and you’ll be happy to know that it was one thing worth learning. You can apply brainstorming to marketing because it’s a way to get a group of people to think of unlimited ways to vary a product or solve a problem.