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"Next Generation Product Development" by Michael E. McGrath
The last paragraph of Michael E. McGrath's newest book "Next Generation Product Development" boldly states that "product development has never been for the faint of heart." And I suspect that most everyone who has ever been involved in such activities will quickly shake their head "yes" to this "truth" statement, and quietly wish there was a better way. Fortunately in his new book McGrath guides us to this better way--a way that offers "more opportunity and promise for getting better new products to market faster, WHILE DOING MORE WITH LESS." The claim is nothing short of a renaissance of product development capability.
I like this book a lot. I like the multi-faceted emphasis on integration. I like the productivity theme and the need for new management processes. And I like the idea that we are only beginning the renaissance of product development capability, especially given the growth of collaborative development.
I confess that I do not like the continued use of the DCM abbreviation (it stands for "development chain management.)" But I suppose I can learn to live with another "alphabet name" because it does get to the heart of the matter--how to manage a lot of INTERDEPENDENT projects, all of which are going on at the same time. Of particular importance are McGrath's thoughts involving a "networked team," new concepts which I think will be fundamental to tomorrow's successful product development.
To join this renaissance, exactly where does one begin? McGrath offers three entry points: changes in resource management, changes in project management, or changes in strategy management. I suppose someone will try all three at once, but frankly just one is probably a lot for an organization to swallow. For different entry points McGrath offers us guidance, with levels of maturity assessments and/or stages of implementation. But even still, there is a lot of material to assimilate and multiple readings of many book sections will be needed to fully comprehend his recommendations.
However I suggest that you don't spend an excessive amount of time studying. Organizations mainly learn by doing, and this book lays out the "learn by doing" path toward success. Past generations of development have emphasized invention, project management, or time-to-market. This next generation is a path toward productivity within the entire development enterprise. It is a path toward "better decision making, better investment in R&D, better return on that investment, more collaboration with external partners, and true empowerment of development activity."
I suggest that you buy the book and begin.
Nils L. Dailey
N.L. Dailey Associates
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Next Generation Product Development : How to Increase Productivity, Cut Costs, and Reduce Cycle TimesA Hands-on manager's guide to making the most of today's product development breakthroughs
A quarter century after MRP first transformed the global manufacturing arena, Next Generation Product Development stands poised to similarly impact new product development. This movement-defining book gives R&D professionals an in-depth explanation of the ways in which companies are able to achieve substantially higher levels of development productivity, while better aligning product development with strategy through new practices and systems.
Processes explored in Next Generation Product Development, and enabled by cutting-edge new-enterprise software, promise to explode the possibilities of what product development professionals can accomplish. This hands-on practitioner's guidebook will:
Establish a common set of frameworks and concepts
Introduce new project portfolio and product strategy management practices
Help R&D professionals increase productivity by 30 to 50 percent
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