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.

For today's CEOs, enabling innovation is one of THE most complex leadership tasks.

But innovation is not about theory and nice buzzwords. It's about succeeding in the real world. This 'hands-on' book connects the dots and introduces the reader to some of the most relevant ideas and pragmatic concepts fitting today's business reality.

Dr. Robert Neuhauser, Executive VP and Global Head People and

Leadership Development, Siemens

At the most fundamental level this book brings order to chaos. It sets different and highly relevant design approaches into a complementary picture, rather than presenting them as competing ways of solving the same problem. Product designers, managers, consultants, scholars and students will surely have this valuable book within reach on a daily basis.

Olivier L. de Weck, Ph.D - MIT Professor of Aeronautics and Astronautics and

Engineering Systems, Editor-in-Chief Systems Engineering

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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.

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