How to Seize the
Outside
Initiative
You
World
and Bring New Products to
Market
Dr. Barry Stevens
President
TBD America, Inc. a Technology Business Development Consulting Group
Objectives and Agenda
A personal view into the challenges, risks and rewards of
being an entrepreneur, handling innovation and how to
develop a product.
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My Background
What Makes a Leader
Role of a Manager
Turning Creativity into
Reality
 Teams and People
 How to Manage a Program
 What is a Problem and a
Solution
 Ideation
 Development
 Commercialization
 Closing Comments
Barry
 Over 30 years of executive experience leading globally, competitive
technology companies to higher levels of profitability and growth.
 Leading R&D, development, engineering, manufacturing,
operations, sales and marketing organizations to higher levels of
productivity and quality and ultimately to critically acclaimed
products.
 Managing a wide variety of high-tech manufacturing startups.
 A depth and breadth of experience in energy, fuels, chemicals &
plastics and medical device industries.
 Directing operations with limited manpower and resources to
realize milestones and goals while stretching budgets to
productivity needs.
My Background
← ↓
The Greats
Building
Incubator
Ask - Harry
Honesty
Resilience
Great
Risk
Reality
Great
Adventure
Perseverance
2+2
Credibility & Disappointment
Turning Creativity into Reality
Knowledge and Wisdom
“Knowledge Comes from Finding
the Answers, But Understanding the
Meaning of those Answers Brings
Wisdom."
--- Barry Stevens (Lionel Luthor, played by John Glover, in the
former TV series Smallville)
Famous “Innovation” Quotes
 But innovation comes from people meeting up in the hallways or calling
each other at 10:30 at night with a new idea, or because they realized
something that shoots holes in how we’ve been thinking about a
problem [Steve Jobs]
 If you always do what you always did, you will always get what you
always got. [Albert Einstein]
 If I had asked people what they wanted, they would have said faster
horses. [Henry Ford]
 It is not how many ideas you have. It’s how many you make happen.
[Advertisement of Accenture]
 Creativity is thinking up new things. Innovation is doing new things.
[Ted Levitt].
People and People
 GREAT PEOPLE make GREAT TEAMS
 GREAT TEAMS make GREAT LEADERS
 GREAT LEADERS find and nurture
GREAT PEOPLE
Leadership and People Qualities
 Authentic: provides trust relates to the people around them
 Integrity: honest and having strong moral principles
 Vision: clearly conceived inspirational mission - creates
excitement
 Ability to hire great people and utilize staff to provide new
ideas and deeper insight
 Resilience: bounce back after defeat
 See around corners: allows quick action
 Courage: to do the right thing
 Upfront Communication: tell truth even when painful
 Execute: plans get completed as agreed upon at the right
time, cost and quaity
Role of a Manager
Management Style
Approach to management is one of being constructive
and proactive. Tend to lead by example and delegate
work to staff to enable them to learn and experience
responsibility. Always make yourself available to
ensure questions can be answered and assist in any
way to resolve problems. Remain close to any
situation to ensure proper action. Keep people well
informed in a 360° direction. Proactive by nature and
thus tend to move things forward by gaining
consensus on issues that have retarded or stopped
action, and by leveraging decisions when necessary.
Team Building
How Many Squares Do You See?
Even the Best of the Best Will Lose
What is a Team
Team construction consists of:
 “We have a proven management team
setting a clear and concise agenda
who know how to work together.”
that is achievable and understood
by all, while establishing a "We meet frequently and are constantly
e-mailing each other.”
communication pipeline and
showing a sense of urgency
byjoint action by two or more people in
 “a
which each person contributes with
carving out roles and
different
responsibilities, and focusing
on skills and expresses his or her
individual
process and results that point
the interests and opinions to the
unity
and efficiency of the group in
team towards the "magnetic
north."
order to achieve common goals.”
A Team in Motion
Individuals Working Together
to Achieve a Common Goal!
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Spirit of Teamwork
“As a product concept moves through
research and development to the
marketplace, it will be very difficult for
any one person to point to something and
say, "That's Mine," because so many
hands will have influenced it, made it
better, built on it, and made it GREAT!”
The Right People
Communicate and Transparent
WILLING
Understand They Have “Responsibilities”
and
Fulfill Their
Commitments
PassionateCAPABLE
About The Team and Project
Don’t Need to be Tightly Managed
Display Window-and-Mirror Maturity
Project Management
 Ascertain the critical success factors and performance
criteria
 According to the agreed on criteria define all decision
making responsibilities at project start and during the
evolution of a project
 Ensure the project and action items are clearly
understood by all
 Integrate the development, execution, implementation
and marketing at project start and during the evolution of
a project
 Routine Team Follow up
I Think I Explained - I Think I Know
Ask
Questions
Communications
Follow Up
Clear, Concise and Executable
E=
2
MC
What is a Problem?
Actual
Desired
A problem is an obstacle that:
 Prevents the attainment of a desired result, or
 Causes a deviation from the desired path.
What is a Solution?
the elimination of the gap
removing
the
obstacle
eliminating
the effects
of the
obstacle
Problem Solving Methodology
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Specify the Problem - Awareness
Understand the Obstacles – Assessment
ID the Cause – Analysis
ID Possible Solutions – Alternatives
Select the Best Possible Solution – Appointment
Implement the Solution – Action
Track Progress – Audit
Modify Where Necessary - Adjust
Bringing a New Product to Market
Ideation
Development
Commercialization
Ideation
 Ideas Outside The Assigned Space
 Coordinate Three Sub-processes:
Dreamer, Realist and Critic
 Definition and Redefinition
 Brainstorming
 Buy-in
Criteria New Product Development
Concept Review
Business Plan
Between an Obligatory Requirement and Bullcrap
Executive Summary
Product / Service
Description
Market Analysis
Competitive Analysis
Development Strategy
Implementation Plan
Financial Analysis
Risk Analysis
Future Opportunities
Development
 Integrate R&D, Engineering, Manufacturing, Marketing, and
Sales at Project Startup
 Product ,Technology and Marketing Considerations
 Define Realistic Objectives
 Set Limits - Assets, Resources and Time
 Ensure Means Available Equal That Required
 Weigh Potential Benefits Against Likely Costs
 Coordinate and Manage Development Plan
 Blitzkrieg Development Process
Blitzkrieg Product Development Strategy
 Product Definition
 Developing Prototypes
 Detailed Design
 Manufacturing Startup
Commercialization
 Develop Market
 Produce Goods or Services
 Deliver Products or Services For Sale
 IP Protection
 Test Market Introduction
 Scale-up Production or Technology
Transfer
Conclusions
Rules for Success
An Idea to Start
Market Gap Necessary
Good Leadership and a Strong Team
Do not Underestimate Resources
No Racing
Detailed Precision
Flexibility a Must
Dr. Barry Stevens
President
TBD America, Inc.
barry@tbdamericainc.com
http://www.tbdamericainc.com