Predictable Winners A Handbook for Developing, Forecasting, and Launching New Products and Services
Predictable Winners: A Handbook for Developing, Forecasting, and Launching New Products and Services by Stuart E. Jackson is published by Stanford University Press in 2025 and spans 318 pages. This handbook provides a systematic approach to enhancing the success rates of new product launches, focusing on disciplined innovation practices that can significantly improve outcomes compared to industry averages. It serves as a resource for product leaders, innovation teams, and senior executives, offering insights into reducing product risk and enhancing R&D effectiveness.
Readers will find practical guidance across twenty-five chapters, covering essential topics such as team assembly, identifying innovation opportunities, and conducting data-driven assessments of revenue potential. The book emphasizes the importance of wise investment decisions and the use of quantitative tools to mitigate risks associated with competing product concepts and market dynamics. Additionally, it explores strategies for balancing internal innovation with external acquisitions or licensing, making it a valuable resource for those involved in business development and entrepreneurship.
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A USA Today Bestseller
A leading global consulting firm on how to achieve new product launch success rates far above industry averages.
New product launches are risky. But disciplined innovation practices lead to success rates well above industry benchmarks. Predictable Winners is a comprehensive handbook of best practices for improving the odds of success at every step of the innovation journey–from concept development through commercial launch and beyond. Product leaders, innovation teams, and senior executives will find practical insights to reduce product risk and improve R&D effectiveness and ROI, while delighting customers with a pipeline of compelling new products and services.
The authors’ systematic approach is covered step-by-step in twenty-five chapters on topics like assembling the right team, identifying innovation opportunities, conducting a disciplined, data-driven assessment of a new product’s revenue potential, making wise investment decisions, and more. Predictable Winners also details how to use quantitative tools to disaggregate and reduce the distinct risks around competing product concepts, customer segments, channels, pricing, and launch planning. Finally, because not all breakthrough innovation comes from internal teams, the authors also explain advanced strategies for improving the odds of success: balancing organic innovation with external acquisitions or licensing.
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