How to successfully launch a new product; Three entrepreneurs explain how they approach innovation and product development
August 16, 2013 Leave a comment
How to successfully launch a new product
Three entrepreneurs explain how they approach innovation and product development.
Miranda and Roland Ballard started their burger business in 2008 with £60,000 they’d originally saved as a deposit on a flat.
By James Hurley
6:46PM BST 15 Aug 2013
DO GO CHANGING
Mark Adams, chief executive of furniture manufacturer and retailer Vitsoe, is tired of hearing the word “innovation” used as a synonym for invention. His London-based company prefers “better over newer”. “Everyone has got hooked on the new – we’d all be much happier if we lost our attachment to novelty.” Vitsoe, which is projecting sales of £5.8m this year, was founded in 1959 to market a shelving system invented by Dieter Rams, the German industrial designer renowned for the gadgets he produced with Braun. The shelves still form the heart of the business – but that doesn’t mean nothing has changed. “People look at us from the outside and think we’re boring. In fact, we’re innovating every minute. You’re constantly taking the original idea and making it better. It’s just like evolution – small steps, not a new species every year. Our shelving system is 50 years old and we’re still developing it. That’s what design is all about – you have to keep it moving.” Read more of this post