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Succeeding at New Product Development the P&G Way: A Key Element is Using the "Innovation Diamond"

Robert G. Cooper and Michael S. Mills

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New products are engines to growth and profitability for many companies. Exceptional performance in Product Development in companies such as Procter & Gamble is no accident. And the roots of success go much further and deeper than having a few spectacular winners in a single year. Rather, it's the result of a disciplined, systematic approach based on best practices. In this article, the authors explore the drivers of new product performance with a particular focus on P&G's best practices. The "Innovation Performance Framework" is used as an integrative and guiding framework to help management focus on what's important to success: innovation strategy, a solid idea-to-launch process, portfolio management, and the right climate and leadership.