Meeting real needs with real products

Nothing is more fundamental to a company’s well‐being than a meaningfully differentiated product that is valued by a significant set of customers. Healthy companies focus on growth from new products. Product is consumer need merging with organizational ability. The creation of new products requires that these essential components be pulled apart and looked at separately. A new product focus directs an organization toward its customers and its technology and away from internal issues. This article includes specific guidelines for making meaningful product innovation happen.