today's corporate world where survival instincts are strong.

2.) New product development is a high-risk business in a low-risk environment. More than 9 out of 10 new products are doomed to failure, yet we ask new product development to thrive in a corporate environment that seeks to minimize risk. Ask yourself, would the light bulb, the airplane or Henry Ford's mass production of automobiles have ever been created in such an environment?

3.) Companies' commitment to new products is often just lip service. Ask any top corporate officer about new products, they'll tell you it's the lifeblood of the corporation. Take a look at how they manage their new product function and who they assign to new products, and you might just come away with a totally different impression.