INNOVATION,

PRODUCT DEVELOPMENT
& COMMERCIALIZATION
THE NEW SCIENCE OF INNOVATION SUCCESS

th th
13 -15 November 2019 Bengaluru
 INNOVATION,
PRODUCT DEVELOPMENT
& COMMERCIALIZATION 13th-15th November 2019
THE NEW SCIENCE OF INNOVATION SUCCESS Bengaluru

MASTERCLASS INTRODUCTION

In the last 5-10 years, research from a variety of disciplines including the neurosciences, economics, and a variety
of business programs has revealed more about why innovation and new product projects succeed and fail than
was ever previously available. Most of this research is only just emerging from the academic community.
Understanding and applying it will empower business leaders to separate the facts from the hype and deliver to
their organizations a substantial competitive advantage.
In a world defined by rapid changes in technology and market conditions, innovation and effective organizational
agility are requirements of survival. Yet 75% to 90% of innovation projects, new products, and organizational
change initiatives fail. Understanding why and what you can do within your organization is the key to sustained
value creation.
Led by an industry specialist with more than 25 years of experience and who has taught at innumerable courses
globally, Tim Stroh will guide you with the latest development guidelines and controversial challenges on the
product & brands design, leveraging latest technology and analysis of the market environment.

KEY BENEFITS

By the end of this program, participants will be able to:

• Innovate new products using design processes used by product development teams who consistently
and repeatedly create successful products
• Discover and empathize your real customer needs by understanding exactly who your customers are,
what they want, and how to build products that make them happy
• Explore and develop using sustainable design process and marry these with definitive business models,
the right price point, and an effective value proposition
• Prototype and test your new product with effective proof–of-concept prototyping and proof–of-concept
testing
• Understand how to deliver with current state of manufacturing technologies and design communications

WHO WILL BENEFIT THE MOST

This highly interactive program is designed for C-Suite Level Executives, Managers, Directors, Head of
Departments of R&D, New Product Development, Innovation, but not limited to, Design Engineering, Product
Planning & Development, Materials & Manufacturing, Prototyping as well as Practitioners that are involved in
business development and sales & marketing in the organization.

COURSE’S FREE TAKEAWAY

• The Hard Science Checklist

• Organizational Success Checklist
• Innovation Strategy Workbook
• Innovation and Product Development Tools reference list
• Successful Market Entry Worksheet
 INNOVATION,
PRODUCT DEVELOPMENT
& COMMERCIALIZATION 13th-15th November 2019
THE NEW SCIENCE OF INNOVATION SUCCESS Bengaluru

COURSE EXPERT

Tim Stroh is a world-leading expert in consumer adoption decision

processes and author of A Deeper Truth: The new science of innovation,
human choice, and societal scale behavior. In addition to expertise in
cognitive sciences and consumer behavior, he is a sought after business
strategy, innovation, and product development consultant. Tim’s professional
career includes senior executive roles within large enterprise, the
development of multiple opportunity identifications & assessment
methodologies, as well as founding several successful startups including a Tim Stroh
BRW fast 100 and a multi-million dollar exit. He currently provides mentoring
to startups via the Deakin University Spark program and is soon to commence new research projects at RMIT.

Tim has extensive experience conducting workshops with founders, entrepreneurs, and executive teams as
well as hands-on consumer research, ideation, and need validation.

• Innovation & Strategy Consultant at Wilde Consulting Pty Ltd

• Author & Speaker
• Innovation & Strategy Mentor Deakin University SPARK Incubator Program
• Consulting Senior Product Manager at 1Touch Pty Ltd
• Head of Product & Strategy at Sports Technology Melbourne
• Head of Product Development and Research & Development Gale Pacific
• Author of the award-winning book A Deeper Truth: The New Science of Innovation, Human Choice and
Societal Scale Behavior
• Winner 4th Annual Ethical Investor Sustainability Award for new product design of an under-home large
volume water bladder
• Produced an innovation methodology adopted by Fosters Brewing Group.
• Working with teams from small start-ups to fortune 1,000 companies, he has developed more than 100
of successful products across multiple industries from household improvement products to patented
SaaS
INNOVATION,
PRODUCT DEVELOPMENT
& COMMERCIALIZATION 13th-15th November 2019
THE NEW SCIENCE OF INNOVATION SUCCESS Bengaluru

TESTIMONIALS

Tim Stroh is an excellent trainer and a good consultant for Innovation

M Saravanan | Principal Manager - Product Development | ITC Limited.

Speaker is knowledgeable. The content gives introduction to the universe. The course is an intro to the
tool box.
Dr.Anish Bekal | Technical Specialist | Forbes Marshall Pvt Ltd.

Great Delivery , Good Examples & Nice Set of Tools set shared.
Chandrakant Agrawal | Tech Innovation Director | GE Appliances

Tim Stroh is a good communicator. The session was very informative.

Sudheesh E | Head - Product Development | Duroflex Pvt Ltd.

Tim has done a good job in explaining major factors which lead to success in Innovation. Tim has also
clearly explained several factors which make the product launch successful. Great to attend.
Amit Gupta | Deputy Manager | Hindustan Mittal Energy Limitd.

Sessions were very impressive.

Sridhar Oruganti | Product Manager | HCL Technologies Ltd.

The Tim Stroh Masterclass organised by Goldman Communications provided me with scientific tools for
development of profitable products
Yogesh Srivastava | Sr.Vice President | SBI Life Insurance Co. Ltd.

Good content & clarity on psychological traits of behavior on how to spot on opportunities
Chirag Jain | Senior Manager | Sun Pharmaceutical
 INNOVATION,
PRODUCT DEVELOPMENT
& COMMERCIALIZATION 13th-15th November 2019
THE NEW SCIENCE OF INNOVATION SUCCESS Bengaluru

DAY ONE AGENDA

SESSION 1 INTRODUCTION

1. Overview, Goals & Objectives

(What are you hoping to achieve and take from these workshops?)
2. The Realities of Innovation and New Product Development (Some Fact vs the Hype) and a
Clarification of Your Real Need
3. The New Science of Innovation, Human nature, Motivational Drive Theory, and Predictive Accuracy
4. Changing the way we think about how we think and how others make decisions
5. The Neuroscience of Perception and Decision Making
6. The different forms of what people value
7. Why large companies are regularly so bad at innovation

SESSION 2 SUCCEEDING WHERE OTHERS FAIL

1. Universal Characteristics of Successful Programs

(Amazon, Proctor & Gamble, Apple - Objectivity, Nontraditional Definition of Core Business,
Disciplined use of Systems, Start with Strategy, Learning Organization, A full Toolbox - not a belief in
one silver bullet)
2. Why distinguishing between R&D, Innovation, and Product Design/Development is fundamental to
success
3. Tools for Objectivity and Innovation Certainty

SESSION 3 WHERE DO YOU START? IT ALL STARTS WITH STRATEGY

1. A quick win. What is already out there, how you frame the challenge and ask the question
2. Don’t start with ideation, start with Strategy. Effective strategy requires an Ecosystem map, defining
spontaneous demand, and a review of Hard trends, forces and influences, competitive environment,
clarity of what do you value, and what arenas are worth the effort.
3. Rethinking how you think about customers, segmentation, needs, and the competition.
4. What kind of innovation or product development? (Incremental vs Disruptive, Sustaining vs Strategic)
(You can not create a disruptive new word processor, only an incrementally better one - you can
create a disruptive new way to produce documents) (R&D driven vs Customer Feedback Driven vs a
focused effort to move from fulfilling a Proximate need toward fulfilling an Ultimate Need)
5. Production methods, logistics methods, product, or business model
6. Fill your toolbox with tools - this is the only way to make certain you can overcome the standard
challenges (Internal, Technical, Capital, External, Human factors, Execution, Complexity, Predicting
what will succeed
 INNOVATION,
PRODUCT DEVELOPMENT
& COMMERCIALIZATION 13th-15th November 2019
THE NEW SCIENCE OF INNOVATION SUCCESS Bengaluru

DAY TWO AGENDA

SESSION 4 TOOLS, METHODS, & THEORIES FOR IDEATION, DISCOVERY, & EMPATHIZING WITH YOUR BUYER

1. The importance of a full Toolbox

2. Tools for Discovery - Where to find opportunities
• Job to be Done • Voice of Customer • Satisfaction and Importance
• Performance Envelope Development • Understanding and assessing true needs • Disruption
3. Problem Analysis - Proximate vs Ultimate, High-Value High-Dissatisfaction, Clayton Christensen’s
four areas of focus
4. What is already out there, how you frame the challenge and ask the questions
5. Tools for Creation & Ideation
6. Tools for Evaluating, Filtering and Prioritizing Generating & Capturing ideas (Sources of Ideas for
New Products, Hero or Genius vs. Systematic Tools and Systems, Internal or External, Brainstorming
or Quiet Contemplation, etc)(Asimov, Inventium, Little red box)
• What is Design and what is Innovation? Design-Led Innovation
• Who is the customer, user research, and understanding the customer’s needs
• Ideation
• Creative Thinking
• Design Thinking
• Idea Generation & Ideation
• Filtering of ideas
• Rank criteria and select the best solutions.
• Evaluating Ideas, Making a Decision to Investigate a New Product Idea
• Selecting ideas? Idea Screening / Project selection Business-case/Viability
• Customer-Focused Development
• Define the Market – A Starting Point
• Understanding the Voice of the Customer (VOC)
• Voice of the Customer Methods and Best Practices
• Organizing and Interpreting VOC Data

SESSION 5 A FULL TOOLBOX

1. Learning Organizations | 2. Deciding on an approach | 3. Eliminating Assumptions

4. Problem Analysis - Proximate vs Ultimate, High-Value High-Dissatisfaction, Clayton Christensen’s
four areas of focus
5. Spin-off and Independent vs In-house
6. Tools and methods
• TRIZ (High degree of technical specificity)
• SIT
• Cognitive models / Thinking methods / problem-solving methods
• Stage Gate
• Open Innovation
• Lean, MVP and MAP
• Agile
• Design Thinking and the Product Design Processes / Design-led innovation
• Journey Maps
• Business Model Canvas
 INNOVATION,
PRODUCT DEVELOPMENT
& COMMERCIALIZATION 13th-15th November 2019
THE NEW SCIENCE OF INNOVATION SUCCESS Bengaluru

DAY THREE AGENDA

SESSION 6 BUSINESS MODELS

1. Define Business Model, Business Model Canvas and Value Proposition.

2. Function Analysis
3. Cost Analysis
4. Price Point
5. Value Proposition
6. Product Definition
7. Business Model Innovation

SESSION 7 RISK MITIGATION / DERISKING INNOVATION AND NEW PRODUCT DEVELOPMENT

1. Strategic risk
2. Human factors risk
3. Most expensive assumption test
4. Rapid prototype
5. Hi-Fidelity prototype
6. Design, test and quickly and effectively
7. Usability requirements, in situ, live fire
8. Minimum Viable Product
9. Proof-of-concept prototyping
10. Proof-of-concept testing
11. Avoiding the Pitfalls - Applying Lessons Learned - Learning Organization

SESSION 8 YOUR PROCESS - IMPLEMENTING IN YOUR ORGANIZATION

1. Establishing a Repeatable vs. Ad-Hoc Development Process

2. Tailor the Process to Different Project Types
3. Key Activities by Project Phase
4. Performance Measurement & Metrics
5. Innovation Strategies, Spin-off vs In-house, Focus on incremental and an intent to acquire the
disruptive
6. The critical importance of psychological safety
7. Open Innovation, Ecosystems, and new trends in innovation
8. Managing “sustainability” in innovation
9. Implementation and Execution risks – How to Make It Happen
10. Assessing Your Product Development Process Against Best Practice
11. Creating an advantage Environment and a Learning Organization
 INNOVATION,
PRODUCT DEVELOPMENT
& COMMERCIALIZATION 13th-15th November 2019
THE NEW SCIENCE OF INNOVATION SUCCESS Bengaluru

Registration Contract
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