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Wednesday, December 6th, 2006
From Last to Best
Lessons from a Product Revitalization
How do you take an aging product that is last in the market and transform it to best in class (and market share)?
That was the challenge facing St. Jude Medical Corporation when it recently set out to develop a new medical product that would replace a 10 year offering. The mission: go from worst to first. The results: success! Additional benefits: the many lessons learned that are applicable across different industries and projects.
George Walls of St. Jude Medical Center will take you through this interesting case study and discuss the learnings – many of which were not originally foreseen or expected - that are applicable in practically every situation.
You will gain insights regarding:
· The value of adopting a broad vision that inspires the organization to reach the next level
· How best to use customer research for discovery, modifying direction and validation
· Engaging multiple stakeholders to ensure success internally
· How research results can be used to build important relationships
St. Jude Medical Corporation provides medical device technology and services that help cardiac, neurological, and chronic pain patients worldwide. This division is located in Sylmar and, of its 1800 employees, 1000 are engineers. St. Jude is listed by Fortune Magazine as one of Americas most admired companies.
About the Presenter
GEORGE WALLS, NPDP, is a Senior Manager of New Product Planning at St. Jude Medical Corporation’s Cardiac Rhythm Management Division. He has over 15 years of experience in product management new product development and has held the NPDP (New Product Development Professional) designation since 2000. He is a contributor to CREATING BREAK-THROUGH IDEAS: The collaboration of Anthropologists and Designers in the Product Development Industry, Squires and Byrne, Greenwood Publishing, 2002.
EVENT SPONSOR: Sopheon is an international provider of software and services that increase the business return on product innovation. Its Accolade® solution automates and governs the Stage-Gate® process, providing strategic decision support that enables companies to generate more revenues and profits from new products. Accolade has been adopted by such global industry leaders as American Express, BASF, Cadbury Schweppes, Electrolux, Mead Johnson and Vodafone. For more information, go to www.sopheon.com.
