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8 Step Process Perfects New Product Development
Posted on May 27, 2013 by Robert F Brands

Every entrepreneur knows that productivity is one of
the key ingredients for successful product development. One of the two key processes in 
Robert’s Rules of Innovation is the NEW PRODUCT DEVELOPMENT PROCESS. A 
formalized, NPD process – also referred to and best practice: the Stage Gate® Process – is
a must, from simple to sophisticated.
The New Product Development process is often referred to as The Stage­Gate innovation 
process, developed by Dr. Robert G. Cooper as a result of comprehensive research on 
reasons why products succeed and why they fail.
When teams collaborate in developing new innovations, having the following eight 
ingredients mixed into your team’s new product developmental repertoire will ensure that it’s
overall marketability will happen relatively quick, and accurately – making everyone 
productive across the board.
Step 1: Generating
Utilizing basic internal and external SWOT analyses, as well as current marketing trends, 
one can distance themselves from the competition by generating ideologies which take 
affordability, ROI, and widespread distribution costs into account.
Lean, mean and scalable are the key points to keep in mind. During the NPD process, keep 
the system nimble and use flexible discretion over which activities are executed. You may 
want to develop multiple versions of your road map scaled to suit different types and risk 
levels of projects.
Step 2: Screening The Idea
Wichita, possessing more aviation industry than most other states, is seeing many new 
innovations stop with Step 2 – screening.  Do you go/no go? Set specific criteria for ideas 

that should be continued or dropped. Stick to the agreed upon criteria so poor projects can 
be sent back to the idea­hopper early on.
Because product development costs are being cut in areas like Wichita, “prescreening 
product ideas,” means taking your Top 3 competitors’ new innovations into account, how 
much market share they’re chomping up, what benefits end consumers could expect etc.  
An interesting industry fact: Aviation industrialists will often compare growth with metals 
markets; therefore, when Boeing is idle, never assume that all airplanes are grounded, per 
Step 3: Testing The Concept
As Gaurav Akrani has said, “Concept testing is done after idea screening.” And it is 
important to note, it is different from test marketing.
Aside from patent research, design...
8 Step Process Perfects New Product Development
Posted on May 27, 2013 by Robert F Brands
Every entrepreneur knows that productivity is one of
the key ingredients for successful product development. One of the two key processes in
Robert’s Rules of Innovation is the NEW PRODUCT DEVELOPMENT PROCESS. A
formalized, NPD process – also referred to and best practice: the Stage Gate® Process – is
a must, from simple to sophisticated.
The New Product Development process is often referred to as The Stage-Gate innovation
process, developed by Dr. Robert G. Cooper as a result of comprehensive research on
reasons why products succeed and why they fail.
When teams collaborate in developing new innovations, having the following eight
ingredients mixed into your team’s new product developmental repertoire will ensure that it’s
overall marketability will happen relatively quick, and accurately – making everyone
productive across the board.
Step 1: Generating
Utilizing basic internal and external SWOT analyses, as well as current marketing trends,
one can distance themselves from the competition by generating ideologies which take
affordability, ROI, and widespread distribution costs into account.
Lean, mean and scalable are the key points to keep in mind. During the NPD process, keep
the system nimble and use flexible discretion over which activities are executed. You may
want to develop multiple versions of your road map scaled to suit different types and risk
levels of projects.
Step 2: Screening The Idea
Wichita, possessing more aviation industry than most other states, is seeing many new
innovations stop with Step 2 – screening. Do you go/no go? Set specific criteria for ideas
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