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Title: Product Leadership: Creating and Launching Superior New Products by Robert G. Cooper ISBN: 0-7382-0156-1 Publisher: Perseus Books Group Pub. Date: 01 May, 2000 Format: Paperback Volumes: 1 List Price(USD): $23.00

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Average Customer Rating: 4.15 (13 reviews)

Rating: 5
Summary: A detailed but highly customizable process for new products
Comment: The value of this book lies in two major aspects. Cooper is a world expert at the product development process, and focuses on the elements needed to make that process successful (rather than just explicating the steps). He does this by pointing our the critical sucess factors. Six of these focus on the process elements that are necessary, and seven more focus on critical elements for execution. However, just as important, Cooper makes use of his vast background in consulting and his knowledge of the workings of many companies, and fills the book with commentary on the usage and limitations of the process, using examples from real companies, and "Key Points for Management. He is one of the few consultants who has developed a process who also teaches the reader how to make it valuable to his own needs.

Rating: 4
Summary: Not what I thought it would be
Comment: This is a good book about developing a new product Process. I recommend it for anyone working to develop a product development Process. It has less to offer directly to product managers, entrepreneurs or anyone on the front lines of launching new products.

The subtitle of this book is a misnomer. There are few specifics regarding "Creating and Launching Superior New Products". As that's why I purchased the book, the first 100+ pages were..... disappointing. A more apt subtitle/marketing proposition would be "Developing and Managing New Product Development Efforts"

That said, "Product Leadership" will be a very useful resource to me for several reasons:
1) Comprehensive checklists of what to consider when working with new products
2) A clear framework for Managing New Product Development (Stage-Gate).
3) A terrific introduction to product portfolio management

Pros
- Clear, consise, well-written by an expert and well-edited
- Breezy helpful checklists easy to revisit as needed
- Clear, simple frameworks help focus on the big picture for the company.

Cons
- Few case studies or anecdotes
- Not much here about how to actually create and launch the new products

Rating: 4
Summary: Sales kit to overhaul new product process with gates
Comment: Given the fact no company is perfect, you may find some insights on key successful factors of new product process from this book. If you're the person willing to influence people, especially you're the PM, who is in charge of products' live/death, then the conclusion in this book may help you a lot.

Reminder: author has emphasized three cornerstones to achieve new product success: high quality new product process, resource commitment, and product strategy. Don't try to impress people with the conclusion stage-gate process will solve all the problems.

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