Keynote at the 2007 Front End of Innovation

The Concept Auction Decision Support Tool is being rolled out at the Front End of Innovation Conference in a Keynote Address by Doug Burcicki of Yazaki North America, Inc.

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The Wisdom of Crowds in the Front End: A Market-Based Method to Answer High-Stakes, High-Risk Questions in Pursuing New Products

Creating alternatives is easy, choosing among them correctly is hard. The difficulty in making choices at the Front End is that it's often an apples-to-oranges comparison - and you're not allowed to bite before you choose. There are new market-based techniques, however, that make it possible to get the best decision, without a lot of research. Yazaki used just such an approach in a simulated Concept Auction to tap the existing hidden knowledge throughout the company and make a choice among several hard alternatives.

  • Markets are recognized as the best way to see the future before it happens

  • There are practical market-based tools, like the Concept Auction, that can routinely inform high-stakes decisions

  • You can find out not only what's preferred, but also what's risky, what's not, what the organization supports, and who knows best

  • Knowing what's desired by the market is great, but knowing what's supported by the company - before launching a product - can save more than a career

 

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