By Phil Baker
"This is an interesting, convincing,and hugely precise dialogue of the innovation-and-marketing method because it truly works. Phil Baker has helped me know how the trendy, worldwide high-tech really works, and somebody who stocks that interest will reap the benefits of examining his book." —James Fallows, The Atlantic per month "In the excessive quantity, fast paced box of high-tech buyer gadgetry, studying out of your errors could be a very dear schooling. It takes even more than an excellent notion to create an exceptional product, and Phil Baker's publication offers hard-earned, sensible recommendation (and reasonable caution) to these enthusiastic about making the following nice glossy new toy." —Paul Jacobs, CEO, Qualcomm "When it involves figuring out how issues paintings, why issues paintings, and maybe most vital, why I should still care, Phil Baker is my go-to man. i have constantly believed that if you cannot comprehend the method, you will by no means have fun with the product and Phil Baker continuously offers that crucial standpoint. do not simply learn the guide manual—read Phil Baker first." —Peter Greenberg, go back and forth Editor, NBC this present day exhibit "Phil Baker makes use of his own event within the improvement of such seminal items because the Polaroid SX-70 digital camera to supply useful and readable recommendation on find out how to flip solid principles into ecocnomic items whereas warding off the various pitfalls alongside the way." —Steve Wildstrom, know-how & You Columnist, BusinessWeek "From inspiration to client is not just for the entrepreneur or the product improvement guru-in-training. if you are one of many legion of device hounds, or simply are looking to be extra knowledgeable approximately how the digital items you like and use daily come into being, then learn this book!" —Ken Wirt, vice chairman client advertising, Cisco "Phil Baker understands product improvement like not anyone else. This e-book is the real consultant to getting your principles to industry. A needs to personal for the entrepreneur." —Robert Brunner, Founder and inventive Director, Ammunition LLC, Former Apple laptop Director of business layout "If you're an inventor or developer with an exceptional inspiration for a product and the necessity to get it synthetic and disbursed, this can be the ebook for you. the following, Phil Baker unearths the dear classes he has discovered from his decades of constructing items for himself and others, getting them designed and synthetic, occasionally within the usa, occasionally in Asia. The dialogue of Asian outsourcing is principally robust. 'The virtue is now to the rapid and the artistic, instead of the big,' says Baker, 'but to get that virtue you have to to visit Asia.' Sound daunting? don't fret; this ebook is a pleasant journey of the virtues and risks of outsourcing. as a way to get your product produced, this e-book is vital reading." — Don Norman, Nielsen Norman workforce, writer, The layout of destiny issues " i have identified and trendy Phil for years- and to today, I continue to learn approximately major items that i did not understand he had a hand in bringing to industry. he is noticeable all of it and performed it all—and during this hugely readable, immensely functional booklet, he tells all." —Harry McCracken, Former Editor-in-Chief, workstation international " Phil Baker's e-book could be required studying for any entrepreneur in addition to profitable businesses making plans new items simply because they're going to achieve very important perception into what it takes to convey new and cutting edge items in a electronic age within which shoppers calls for, tastes, and wishes usually switch overnight." —Tim Bajarin, President, inventive ideas, Inc. " Phil Baker combines a long-earned wisdom of product layout, production, and advertising to provide us an insider's examine how a firm or entrepreneur turns an concept right into a real-world product. rules are effortless, he observes, yet growing anything humans are looking to purchase is a sophisticated enterprise, with many tradeoffs and hard offerings. he is been there, performed that, and it shows." — Dan Gillmor, Director, Knight heart for electronic Media Entrepreneurship, Kauffman Professor of electronic Media Entrepreneurship, Walter Cronkite institution of Journalism & Mass communique, Arizona country collage " Few humans within the client electronics are as uniquely certified as Phil to function a advisor among inspiration and product. no matter if you are not creating a equipment, From proposal to client bargains an insightful and more and more proper check out a really various type of venture administration. it truly is definitely worth the learn with a purpose to construct anything humans love." —Ryan Block, Former Editor-in-Chief, Engadget and Cofounder, GDCT " Phil Baker is a type of humans whose occupation has spanned a iteration of non-public expertise, and he is visible all of it, from the layout labs of -California to the manufacturing unit flooring of Guangzhou. This publication distills his adventure in a hugely readable consultant to the bits and bobs of having a product to marketplace, and the sensible suggestion he deals will store many an entrepreneur from months and hundreds of thousands of greenbacks of ache. someone with a product in improvement or of their head may still learn it sooner than they take one other step." —Jeremy Wagstaff, expertise Columnist and Blogger " Phil Baker is likely one of the world's top minds within the shopper know-how items undefined. His willing perception and real-world realizing of product layout, improvement, creation, and advertising comes from years of expertise as opposed to from a person who has purely 'studied' the shopper know-how items market." —Andy Abramson, CEO, Comunicano Preface i have continually been drawn to expertise items and gadgetry. all through my occupation i have had the chance and luck to be linked to many defining patron expertise businesses and items reminiscent of Polaroid's SX-70 digicam, Apple's Newton MessagePad and PowerBooks, and lots of extra. I wrote this booklet for you to percentage with readers what is desirous about taking an idea and remodeling it right into a profitable product, in accordance with what i have noticeable and skilled for greater than 3 a long time. something i have realized is that making a winning product is way greater than bobbing up with the belief; in reality, that is often the best half. it truly is even more approximately what occurs after. It comprises a variety of actions that assemble all types of disciplines, every little thing from engineering to product administration to distribution to advertising. every one of those actions is way like a hyperlink in a series. whilst one hyperlink fails, the total recreation can fail. i assumed this used to be an incredible tale to learn and will locate no different books that checked out the entire actions in live performance. whereas there are books on particular components, corresponding to engineering administration, undertaking administration, and advertising, almost all these are approximately tactics, tactics, and theories, with just a couple of of them delving into real-life examples as skilled firsthand by way of the writer. they do not express the real-life, daily concerns, whose suggestions frequently differ from traditional considering. these books are such as what is taught in company tuition, whereas this publication is extra just like the lab path that is by no means provided. This e-book covers the hot ideas that experience resulted from how quick items are built, their shorter lifestyles cycles, using outsourcing, and the net. these types of components have replaced how issues at the moment are performed. one of many greatest alterations is the influence of China on product improvement and production and the way it impacts how we do issues. This e-book is meant not just for these interested in bringing out their very own product, but in addition for these simply all in favour of what is concerned and the way issues paintings backstage that hardly get uncovered. This e-book will offer that in addition to a few necessary examples. For marketers who paintings via themselves, in addition to these interested by product similar actions in either small and big businesses, you will have a greater realizing of the stairs to persist with to achieve success along with your personal items. you will tips on how to make the most of new assets and new considering. Plus you will discover ways to forget about the naysayers who inform you to not greenback the procedure and to only do it the best way it is often been performed. so much of all you should have a greater realizing of your recommendations and what to anticipate. i'm hoping you take pleasure in studying the publication up to I loved writing it. --Phil Baker
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Extra info for From Concept to Consumer: How to Turn Ideas Into Money
I took the ﬁndings to Dr. Land’s assistant and the SX-70 design team, and showed them my conclusions. They all politely thanked me but said they had been working on the product for years and hadn’t seen similar results. If it turned out to be a problem, we’d just have to teach customers to do a better job focusing. Pure denial. But my analysis had shown that the focusing system was not capable of even an expert getting good results. I naively thought the company’s burden was on my shoulders, although few others seemed to see things as dire.
But Steve Jobs and his engineers recognized that this feature enabled the use of a large display, valuable for many of the other functions such as Web browsing. In these other modes when the keyboard was not needed it simply disappeared, something a real keyboard could not do. The huge success of the iPhone proved Apple’s decision to be correct, at least for its primary audience. When we wanted feedback on our Stowaway keyboard we met with Logitech, one of the world’s largest keyboard marketing companies, to ask their opinion.
Their margin may be as little as 10% to 15% for computers and flat-panel TVs to as high as 50% to 70% for computer and phone accessories, where 47 48 t h e b as i c s o f d e v e lo p m e n t %Margin = 100 x (SP – SC)/SP For example, a product retailing for $100 that costs Best Buy $70 has a 30% margin. For our BreathIn product, let’s assume a margin for Best Buy of 46% resulting in a selling price (SP) of $100. So, recapping, the BreathIn product made with $18 worth of materials will retail for $100, more than 5 times the cost of the materials.