Creating Disruptive Products -- A Step by Step, Practical Approach

	Live Audio-Session with Bart Huthwaite, Founder, The Institute for Lean Design
Noted expert on product design and development and author of “The Lean Design Solution: A Practical Guide to Streamlining Product Design & Development.”

What are ‘disruptive’ products exactly? Why would you want to create them? And what skills and methods do you need?

Disruptive products don’t attempt to bring better products to established customers in existing markets.  Instead, they “disrupt” and redefine marketplace values by delivering benefits that may be not as good as existing products, are simpler, more convenient and less expensive or that appeal to new or less-demanding customers.

Ever since Clay Christensen first introduced the notion in the Innovator’s Dilemma, product developers have worked hard to either create the next disruptive product or avoid being blindsided by someone else’s. 

In this fast-paced audio-session, Bart Huthwaite takes the notion of disruptive innovation and puts it into his own practical framework.  He will provide a step-by-step, proven method for uncovering new “disruptive” product ideas, select the best solutions, and then move ahead to exploit them. 

Huthwaite is a leader and respected expert in innovative product design for more than 25 years.  By participating in this 90-minute sessions, you will learn: 

• Why “disruptive innovation” differs from “sustaining innovation” & how to tell the difference when you encounter a new opportunity
   

• How to solve the “Disruptive Product Equation,” the pathway to double digit profit and growth
   

• How to recognize the “Three Forces of Marketplace Disruption” and exploit them to your advantage.
   

• How to use the “Eight Primary Values All Customers Crave” as the focus of your disruptive idea search.
   

• How to use the “Seven Root Causes of All Waste & Poor Quality” as a way to both find disruptive opportunities and design better products.
   

• How to develop multiple disruptive product concepts without breaking your budget.
   

• How to use Disruption Scorecards to find the best product ideas.

This session is recommended for anyone involved in product design and development and especially new product development teams and their leadership.  Since it is an audio-session, your entire team can participate for one low, all-inclusive fee.

About the Session Leader

Bart Huthwaite has coached over 1500 companies in product design practices for over 25 years.  He is the founder of the Institute for Lean Design, a leading edge pioneer in the creation of tools, methods and techniques for creating more innovative products.  Bart is the author of numerous books and articles on the process of better product design.