Creating Innovative Products and Services: The FORTH Innovation Method

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Gower Publishing, Ltd., Sep 28, 2012 - Business & Economics - 292 pages

Really new products and services are scarce, yet the need for them is huge. That's why Innovation is an important managerial instrument – but many of us struggle with how to approach it. Gijs van Wulfen's Creating Innovative Products and Services is an essential read for anyone involved in new product or service design, brand development, new business development or organizational development because it 'unfuzzies' the front end of innovation with practical tools, effective checklists and an inspiring innovation route map.

Gijs van Wulfen explains how to:

• Build a committed ideation team, compile a concrete innovation assignment and identify opportunities;
• Explore trends, technology and potential customers, then choose the most positive opportunities and customer insights to transfer to the next step - raise ideas;
• Develop twelve new promising innovative product or service concepts;
• Check the concepts in qualitative research among potential clients and improve them;
• Work the best into a tangible mini business case per product idea, and present them for decision making and adoption in the regular stage gate development process.

The effective 5-step FORTH method presented in this book, will jump start your product and service innovations. The success of this practical approach is highlighted in a case study of one of the largest insurance companies in The Netherlands: Univé VGZ IZA Trias and is suitable for both business-to-consumer and business-to-business markets.

Creating Innovative Products and Services has been written for directors, managers, advisors and innovation specialists in organisations who are responsible for, or involved in, product innovation. In it you will find practical guidance through every stage.


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The Difficult Start of Innovation
Success Factors for the Ideation Phase
The FORTH Innovation Method
Full Steam Ahead
Observe and Learn
Raise Ideas
Test Ideas
Appendix II

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About the author (2012)

Gijs van Wulfen studied business economics at Erasmus University (Rotterdam, The Netherlands). He started work as a marketer in the fast moving consumer goods sector (Honig soups and Red Band Venco candy). After 7 years he switched to consulting in an international setting at Ernst & Young Consulting and Boer & Croon Strategy & Management Group. He advised many organizations on their marketing and innovation strategy. At the end of 2002 he started his own innovation company The FORTH Innovation Group. His mission is to speed up effective innovation for the organisations and companies he facilitates with his method.

He is a both presenter and chairman of several (international) innovation conferences, founder of the Dutch Innovation Portal: Find more information at

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