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by Christoph Fuchs (Author), Franziska J. Golenhofen (Author)
About the Author
Dr. Christoph Fuchs has reached the highest level in the expert career track for the topic of Lifecycle Management at Siemens. He is currently the Senior Principal and Key Expert in its corporate development consulting department. Serving both as thought leader and practitioner, his projects share a common focus on initiating and driving impactful architecture development for the most complex products and systems. He has a proven track record where some of his projects have humbly achieved global recognition and success, and operates across various industries. His problem-solving approach and way of thinking have deeply been impacted by experiences made early on in his professional life. Starting his career in 1996 as a Product Manager in the field of Telecommunication at Infineon Tech., he later personally experienced the disruption of Siemens’ Communication Unit. From these experiences, he realized and made it to his passion to focus on the importance of holistic product development, stressing constant adaptivity to global trends and integrating flexibility into products that allow them to grow with market changes. He holds a Ph.D in Electrical Engineering from the Technical University of Karlsruhe. In 2004, he joined the consulting group for Innovation Management of Siemens Corporate Technology. He sees this book as a way to share his accumulated knowledge and experience on how to create successful products, by passing on what enables and helps him to move from, and transform, an innovative idea into a tangible, real product.
Franziska J. Golenhofen is currently a consultant in the corporate development consulting department at Siemens. Through her work she integrates insights from diverse fields and perspectives to help spur the development of individuals and companies alike. Also passionate about writing to scale impact and understanding, she builds on previous experiences as assisting research in the renown lab of Dr. E. Dunn at the University of British Columbia, and publishing own research with Oxford University. She previously worked at THNK School of Creative Leadership in Amsterdam. As Program Manager she was responsible for the smooth delivery of the inaugural FIFA Female Leadership Development Programme. She is energized by how innovation, entrepreneurship and leadership can be impactful levers for architecting solution concepts to the systemic and complex societal challenges of today’s world. Graduating in 2015 she holds a honors B.A. from Amsterdam University College, with a strong interdisciplinary focus namely on sustainable development. She sees this book as a medium for making knowledge from leading figures in business accessible, tangible and applicable to the wider public.
About this book
This book is an essential guide or foundational toolkit for anyone who is involved in the process of developing, offering or selling any type of product or service. Based on How to surf on the waves of innovation and the principle of “form follows function” (System Architecture), it introduces and connects concepts like Market Understanding, Design Thinking, Design to Value, Modularization and Agility. It introduces readers to the essence of these main frameworks and provides a toolkit that explains both theoretically and practically when and how to utilize which one. The methods and processes described in this book have all been successfully tested in many industries. They apply in today’s market context of high uncertainty, complexity and turbulence, where innovation and disruption are essential. Readers will find answers to two fundamental questions: How can we implement an innovation process and environment that are conducive to successful product design? And, if our products fail to appeal to customers, how can we achieve a major turn-around with regard to product development?
A wealth of examples and case studies help readers to benefit from the authors’ broad professional experience. Further, lessons learned and conceptual summaries provide valuable shortcuts to the methods and tools discussed.
Table of contents
1 Introduction 1
Part I Imperative and Fundamental Concepts
2 Disruptive Innovation 11
2. 1 Introduction 11
2. 2 Defining Relevant Terminology 15
2. 3 Complementary Thoughts on Christensen’s Theory of Disruptive Innovation 16
2. 4 The DNA of Disruptive Change 21
2. 5 Disruptive Innovation with Different DNA 23
2. 6 Disruptive Innovation with Same DNA 24
2. 7 Theory of Disruption Waves or the Modulation of Disruption 27
2. 8 Benefit of a Unified View on Disruption 30
2. 9 Relativity of Disruption 32
2. 10 Typical Warning Signals for Disruptive Threats 34
2. 11 Summary 36
References 37
3 Form Follows Function: Systems Engineering 39
3. 1 Form Follows Function 39
3. 2 Function Often Follows Form 41
3. 3 Defining Concept and Architecture 44
3. 4 Realizing the Product’s Architecture 47
3. 4. 1 Architectural Process 48
3. 4. 2 The System/ Product Architect 49
3. 4. 3 Two Architecture Types: Integral or Modular 52
3. 5 Summary 53
References 55
Part II Frameworks
4 Market Understanding 59
4. 1 We Know Our Customers! . . . Really? 59
4. 2 Understanding Your Market 63
4. 2. 1 Market Segmentation for Multiple Business Questions 66
4. 2. 2 Market Segmentation for Multiple Segmentation Criteria 67
4. 2. 3 Identifying a Customers’ “Job to Be Done” 70
4. 3 Differentiating Market Segmentation from Design Thinking 73
4. 4 How to Do a Market Segmentation 75
4. 5 Summary 75
References 76
5 Creating Customer Value Through Design Thinking 77
5. 1 Introduction 77
5. 2 What is Design Thinking? 78
5. 2. 1 Thinking Like a Designer 79
5. 3 When to Use Design Thinking? 81
5. 4 What is Comprehensive Understanding? 83
5. 4. 1 Defining Understanding 83
5. 4. 2 The Different Levels of Understanding 86
5. 5 Phases of Design Thinking 88
5. 5. 1 Empathy for Individuals 88
5. 5. 2 Empathy in the B2B Context 93
5. 5. 3 Define 96
5. 5. 4 Ideation 97
5. 5. 5 Prototyping and Testing 98
5. 5. 6 Scaling 100
5. 6 Summary 101
References 102
6 Design to Value (DTV) 103
6. 1 Is Value Different from Price? 103
6. 2 Defining Value in Product Development 105
6. 3 Lifecycle Cost 107
6. 4 The Framework 109
6. 4. 1 Essential Toolbox 111
6. 4. 2 Measuring Value 112
6. 4. 3 Design to Value Versus Value Proposition Design 116
6. 4. 4 When to Apply the Framework 117
6. 5 How to Apply the Framework 120
6. 6 Summary 121
References 122
7 Modular Design and Platforms 123
7. 1 Introduction 123
7. 2 What is Modularization? 125
7. 2. 1 What Type of Products May be Modularized? 125
7. 3 Modularization: A Strategic Lever for Innovation 126
7. 3. 1 Why and How Modular Architectures Enable Disruption 128
7. 3. 2 Why Do Integral Architectures Emerge? 129
7. 3. 3 When Do Products Become Commodities? 130
7. 3. 4 How to Avoid the Commoditization Trap? 131
7. 4 Platforms 132
7. 4. 1 Core Platform Versus Inclusive Platform 132
7. 4. 2 Three Common Misunderstanding s About Platform Design 133
7. 4. 3 The Way to Go: Modular Platforms 136
7. 5 Terms and Definitions 136
7. 6 Implementing a Modular Platorm 139
7. 6. 1 Organizational Aspects 139
7. 6. 2 Strategic Aspects 142
7. 7 How to Apply the Framework 144
7. 8 Summary 145
References 145
8 Agile for Mechatronics and Hardware 147
8. 1 Introduction 147
8. 2 What Is Agile? 148
8. 3 Agile Project Management 150
8. 3. 1 Connecting the Dots to Other Frameworks 151
8. 4 Agile Manifesto for Mechatronics and Hardware 152
8. 4. 1 Differences Between Hardware and Software 153
8. 4. 2 Agile Manifesto Adapted to Mechatronics and Hardware 156
8. 5 Summary 162
References 162
Part III Framework Tutorials
9 Framework Tutorials 165
9. 1 Market Segmentation: Deep Dive 165
9. 2 Empathy: Skills and Techniques 174
9. 2. 1 Perspective Taking 174
9. 2. 2 Trust 176
9. 2. 3 Deep Dive Empathic Listening 177
9. 2. 4 Interviews and Deeper Conversations 179
9. 2. 5 Observations 180
9. 3 Design to Value 182
9. 3. 1 Main Steps of the Framework 182
9. 3. 2 Deep Dive and Case Study 190
9. 4 Modularization 200
9. 4. 1 Main Steps of the Framework 200
9. 4. 2 Deep Dive and Case Study 205
References 212
Part IV Tools
10 Power Tools 215
10. 1 QFD: Quality Function Deployment 215
10. 1. 1 What Is QFD? 215
10. 1. 2 Why Use QFD? 217
10. 1. 3 How to Do QFD 218
10. 1. 4 Practical Tips and Success Factors 221
10. 2 DSE: Design Space Exploration, Set-Based Design 222
10. 2. 1 What Is DSE? 222
10. 2. 2 Why Use DSE? 223
10. 2. 3 How to Do DSE 224
10. 2. 4 Practical Tips and Success Factors 227
10. 3 DSM: Design Structure Matrix 227
10. 3. 1 What is a DSM? 227
10. 3. 2 Why Use a DSM 228
10. 3. 3 How to Develop a DSM 228
10. 3. 4 Practical Tips and Success Factors 234
References 234
11 Essential Tool Box 237
11. 1 Requirement Focus 237
11. 1. 1 Kano Model 237
11. 1. 2 Pair-wise Comparison 241
11. 1. 3 Requirements Management 244
11. 1. 4 Tree Diagram 248
11. 1. 5 Empathy Map 251
11. 2 Concept Focus 253
11. 2. 1 Functional Modeling 253
11. 2. 2 Morphological Matrix/ Morphological Box 256
11. 2. 3 Modular Function Deployment 258
11. 2. 4 Onion Peel Model 263
11. 2. 5 Design for Variety 265
11. 2. 6 Customer Focus Group 268
11. 2. 7 Osborne Checklist 272
11. 3 Cost Focus 272
11. 3. 1 Target Costing 272
11. 3. 2 Measurement Sheet 277
11. 3. 3 Lifecycle Cost model 279
11. 3. 4 Complexity Cost Calculation for Product Families 283
11. 3. 5 Business Plan 287
References 290
Series: Management for Professionals
Length: 292 pages
Publisher: Springer; 1st ed. 2019 edition (September 16, 2018)
Language: English
ISBN-10: 3319935119
ISBN-13: 978-3319935119
PDF version
Springer__Mastering Disruption and Innovation in Product Management.pdf
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EPUB version
Springer__Mastering Disruption and Innovation in Product Management.epub
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