Hit Miss
Hit Miss
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Successful Innovation: How to Manage Product Misses to Maximize Hits
Most companies in the innovation game can proudly point to their winners--those new products/services that launched successfully and exceeded expectations for revenue/profit/market share. However, those same companies often express frustration or dissatisfaction with their overall return on innovation investment.
"We see three common issues that create dissatisfaction," says Carl Cullotta, Vice President and Principal of Frank Lynn & Associates Inc., "metrics, project initiation and the innovation process."
Smart Business asked Cullotta to share some lessons learned from the firm's experience.
Why do even the leading innovators express frustration with the process?
Inappropriate metrics result in misplaced expectations. Even the most successful innovators should expect fewer "hits" than "misses." Misguided project initiation clogs the development pipeline with so many low-probability projects that the winners can't be funded properly. And poor process management sustains the ultimate losing bets in the pipeline for too long.
You mentioned metrics. What are the most appropriate metrics for the development process?
Most companies measure innovation based on the outputs. For example, a common benchmark demands that 20 percent of company revenues are generated from products/services launched in the last three to five years. This does not measure the effectiveness of the innovation process. (Even the poorest process can meet this revenue goal if enough resources are thrown at it.)
The most effective metrics provide actionable insights to the process of innovation.
Revenue return/dollars invested. This measure provides an indicator as to how well you are allocating resources. Actions derived from this metric could include a change in the project staffing model or changes to the timing of the hard costs (patent application, field tests, etc.) to help lower overall project costs without affecting positive outcomes.
Average number of projects/innovation employee. Often, so many development projects are started that the staff cannot devote sufficient resources to any to effectively move them forward. "Addition by subtraction" can result by limiting, or even capping, the number of development projects allowed in the pipeline at any time.
Average project duration. Companies that struggle with innovation have trouble saying no. The pipeline is clogged with too many projects, and the best-bet opportunities cannot receive the critical mass of resources they require to move forward. Even a goal to decrease average project duration by 10 percent will result in quicker go/no-go decisions and better overall resource utilization.
What is the best way to initiate projects
Historically, companies tended to take an inside-out approach to innovation (i.e., "let the inventors invent"). The result was that the vast majority of projects had little direct relation to a market need. As the "market driven" buzzword took hold, many companies moved to the other extreme. Every development project had to have justification from the marketplace. This approach lost the "quantum-leap" advances; too many projects resulted in small incremental improvements in features/benefits.
The most appropriate approach is a combination of the above extremes. We use a benchmark of 75/25: 75 percent of the projects initiated should be market driven, targeted from the outset to deliver a specific benefit to a specific market segment. The remaining 25 percent are less constrained. The inventors are allowed to invent and look for those quantum-leap advances.
What improvements to the innovation process itself would you suggest?
A world-class innovation process requires disciplined management by using the stagegate process. Development projects are managed through a series of stages. Each stage culminates in a review and go/no-go decision. Only those projects that pass through this gate are funded to the next stage.
While the concept of a stage-gate process is easy to envision, what separates the successful innovators from the rest is the set of inputs used at each stage. Assessment of both technical and market feasibility are intertwined. At each review, a progressively tougher set of criteria assure the product/service can be scaled up to support commercialization, and the market opportunity is there to profitably launch and commercialize the innovation.
What does it mean for the company trying to improve its return on the innovation dollar?
If we look at the big picture, we find that the most successful innovators understand the importance of managing the process. These companies understand the importance of process-oriented metrics. They are driven to initiate projects primarily from the "outside in." And they are disciplined in managing the low probability opportunities out of the pipeline as soon as possible.
About the Author
Carl Cullotta, Vice President and Principal of Frank Lynn & Associates directs the firm’s building and construction practice group. He has managed numerous engagements with global companies during his 22 years with the firm.
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Hit Or Miss $6 Hit Or Miss - New Found Glory |
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Hit or Miss $19.98 Sharpen your pencils - and your intuition - for this quick playing think-in-sync party game. Draw a category card and in 45 seconds, list as many related words that come to mind. When the timer runs out, roll the die - if it lands on HIT, pick a word that you think everyone wrote; if it lands on MISS, pick one that only you wrote. Choose wisely and score big points. The player with the highest score wins. Hit or Miss - the cant MISS game that will turn your next party into a HIT! Includes 252 category cards, 45 second timer, 8 Hit or Miss cards, 8 pads of paper, 8 pencils, 1 score pad, 1 custom die, and instructions. For 3 to 8 players ages 10 and up. Type: Board Games Gender: Unisex Age: Child,Teen,Adult |
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Hit And Miss (Digital Sheet Music) $4.99 By The John Barry Seven. Pop; Rock. Piano. 3 pages. Published by Hal Leonard - Digital Sheet Music |
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Hit or Miss a Muscial Farce in Two Acts. $22.95 Title: Hit or Miss A muscial farce in two acts.Publisher: British Library, Historical Print EditionsThe British Library is the national library of the United Kingdom. It is one of the worlds largest research libraries holding over 150 million items in all known languages and formats: books, journals, newspapers, sound recordings, patents, maps, stamps, prints and much more. Its collections include around 14 million books, along with substantial additional collections of manuscripts and historical items dating back as far as 300 BC.The POETRY DRAMA collection includes books from the British Library digitised by Microsoft. The books reflect the complex and changing role of literature in society, ranging from Bardic poetry to Victorian verse. Containing many classic works from important dramatists and poets, this collection has something for every lover of the stage and verse. ++++The below data was compiled from various identification fields in the bibliographic record of this title. This data is provided as an additional tool in helping to insure edition identification: ++++ British Library Pocock, Isaac; 1810. 8 . 643.h.2.(6.) Author: Pocock, Isaac Binding Type: Paperback Number of Pages: 56 Publication Date: 2011/03/16 Language: English Dimensions: 7.44 x 9.69 x 0.12 inches |
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Roxy Hit Or Miss Bubble Gum Stripe Youth Girls Sundress $44 Give your little surfer princess a look as carefree as her attitude in the Hit Or Miss dress from Roxy. This adorable A-line dress features gauzy cotton construction with a voile lining and dip-dyed stripes that blend hazily into each other. Plus, its adjustable straps and logo embroidery near the hem lend even more girlish charm that will make your cutie stand out from the rest. If only it came in adult sizes, too. |
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Miss $10 Miss |
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Hit Or Miss (Hannah Montana, Bk. 20) $1.99 When the Jonas Brothers ask Hannah Montana's manager (and dad) to write them a song, a starstruck Miley Stewart convinces him to do it. Once she hears the song, Miley's excitement turns to envy, and she wishes her dad had written it for Hannah. Miley and her best friend, Lilly, masquerade as boys in a rock band in order to convince the Jonas Brothers that the song has already been taken. Will their charade lead to a melodic meltdown of superstar proportions? |
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Hit Or Miss Sports iPad Case by CafePress $39.5 Pad the iPad. This new protective case for the iPad is a cool cover that brings originality and personality to devices. Perfect for iPad lovers, these hard cases help safeguard iPads from scratches and damage.Applereg; and iPadreg; are trademarks Sports iPad Case Pad the iPad. This new protective case for the iPad is a cool cover that brings originality and personality to devices. Perfect for iPad lovers, these hard cases help safeguard iPads from scratches and damage.. Applereg; and iPadreg; are trademarks |
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The Hit $34.99 Frederick Leighton The Hit - Giclee Print |
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Miss Piggy Mask $49.95 Are you a dazzling blond with a sparkling personality and fiery temper? Then you sound like Miss Piggy from the hit series The Muppets! If you want help in pulling together your Miss Piggy costume, then you need the Miss Piggy Mask! Our Miss Piggy Mask comes with a latex overhead mask, with attached blond hair and adorable pig ears! This even has a see-through eye holes and that famous pig snout! Grab a friend to dress up as Kermit to walk together as the famous star-crossed pair! So order this today and let everyone know just how amazing you are! |
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Hit The $4.38 Rated: NRSynopsis: The Hit is the sequel to cult favorite Straight Out of Compton, in which Blair Underwood stars as Hen, an up-and-coming record executive whose goal is to bring all rival rap record labels together and form one black-owned label that gives back to the community. While building this label he crosses paths with the Mob. Suddenly he's not just fighting for his buisness - he's fighting for his life. |
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Courting Miss Vallois $5.99 From the fields of France… Miss Sophie Vallois's looks and grace make her an instant hit with London Society. No one would know that the French beauty is a mere farmer's daughter, with no interest in marriage whatsoever…. To the drawing rooms of London! Except Robert Silverton, who has other reasons for staying away from Sophie. Yet her spirit and compassion intrigue him…. Rather than keeping her at arm's length, Robert soon wants the delectable Miss Vallois well and truly in his arms! |
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Hit After Hit $10.49 Hit After Hit |
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Dominating Miss Daisy $7 At just thirty-four years old, stripper Daisy Wilson, better known as “Miss Daisy Duke” has hit mandatory retirement age at the Silver Angel. Claiming she owes them thousands of dollars in “dancing fees”, the unscrupulous club owners plan to put her on the street as a prostitute, and her pretty eighteen-year-old daughter, Serene, too. |
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Womens Divine Miss Red Costume $69.95 Time to deliver food to your grandmother's house and head out to the Halloween party in your sexy get-up, but watch out for all those wolves that will surely just want to eat you up in this Womens Divine Miss Red Costume.The Womens Divine Miss Red Costume is sure to be a smash hit at the next Halloween party. The costume comes with a tantalizing red, black and white tutu peasant dress with black corset in the front for detail and comes with a cute little red hooded cape that falls down the back. |
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Women's Little Miss Dangerous Gloves $44.99 Speed and Strength Women's Little Miss Dangerous Gloves Sleek and stylish, the Little Miss Dangerous gloves by Speed and Strength bring out the bad girl when you hit the bike Perfect combination of protection and style Leather frame Reinforced leather palm TPR knuckle padding Padded finger protectors TPR logo Pre-curved race cut fit Hook and loop wrist closure |



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