3 ideas
The textbook organizes development into opportunity identification, concept generation, concept/project evaluation, development, and launch. Each phase has distinct decisions and gates that reduce risk before spending escalates.
A Product Innovation Charter defines the arenas, goals, and guidelines within which a team hunts for new products. It aligns scattered idea-generation with corporate strategy before creativity begins.
Concepts are screened and tested with customers early to kill weak ideas cheaply and refine survivors. The discipline is spending validation effort proportional to remaining uncertainty.