Editorial Review:
As we learned from New Coke, Pets.com, Apple's original handheld device, the Newton, and the reissued Ford Thunderbird, all the promotion in the world won't save a product that somehow isn't right. Robert Cooper is the world's leading expert on making sure your new-product introductions are more like Apple's iPods and less like Newtons.Cooper invented what's called the "stage-gate" process of new-product development-a process used by 60% of all businesses today. For this second edition Cooper has completed a major new study-the largest study of product development practices and results ever undertaken. He analyzed thousands of new success and failures from hundreds of companies, with a particular emphasis on high-technology products and services. Product Leadership won't just tell you what things are helpful to your company's success. Now it will tell you how and how much they help.
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Customer Reviews
Average Customer Rating: 
Poorly written and boring 2006-01-06
The most boring business book I have read. After 95 pages, I have yet to gain any 'nuggets' and am disappointed with the poor standard of writing. Not only does Mr Cooper fail to provide actual step by step examples where his process has been followed successfully, quoted statistics are unhelpful and are clearly provided solely to support his case.
One extract from the book (page 16/17) tells all:
"We find the average success rate of developed products to be about 67%. But averages often fail to tell the whole story: This success rate varies from a low of 0% to a high of 100%, depending on the company!"
I don't think one has to read a book to know that statistic!
Much of what Cooper writes is common sense and I believe of little value to a dynamic organisation wishing to promote the internal development of breakthrough products and their succesful launch thereafter.
I cannot believe that there are not better books available on this subject.
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