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Trilogy Tidings
November 2017
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in this issue
     Much more stuff this month about the new-product process -- a proven successful one with plenty of detail and some observations on required skills and how to acquire them.

     Otherwise, two disparate thoughts. One dealing with the current de-emphasis of truth and real facts in our social and working lives. The other dealing with a potential role for systems engineering in healthcare; who knew? 
Regards,
Joe

Your New-Product Roadmap              
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     Last August I offered up some likely questions you should be asking during the process of imagining, developing and commercializing a new product. That piece was called " Will Your New Product Succeed?." This month I'd like to drill down into more detail on my recommended process for achieving that success, with a focus on new medical products.

     Your customers likely see your introduction of a new product as a discrete, one-time event. You know better, of course. Any new product is the result of a process, and in the case of a medical product a rather rigorous and expensive process.

     Whether or not you already participate in a specific market and clinical application of interest, and whether you already have a new-product idea or not, your process should be the same. Consider the proven steps detailed in my new presentation entitled " Your New-Product Roadmap."

     After laying out the eight steps that have been proven appropriate over our four decades in new-product gigs, I realized that only three fundamental skills need to be non-negotiably applied during the process:(1) Understand the existing landscape and unmet needs, (2) Imagine potential solutions, and (3) Realize a new product in user hands. Sounds like motherhood, right? Because it is. However, if you fail to apply any of these skills in appropriate measure you will fail. Guaranteed. So, be sure to look diligently both inside and outside your enterprise for experts; we can help if necessary.

     You will find another roadmap addressed specifically to the design and development of a new surgical instrument by Bryce Rutter in his article published in Orthopedic Design & Technology. I highly recommend it. 

Wikipedia: Knowledge at Risk             
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     Knowledge and truth are under attack. That's not an exaggeration. Social media, and to some degree other media, are reducing the prevalence of truth and even the level of search for truth in society. Emotion, politics and images are too often replacing facts in our discourse. Such are the claims of Hossein Derakhshan in his recent opinion piece in Wired. I believe him.

     One result of this concerning trend advanced by the author is a reduction of the growth rate in Wikipedia contributors and, presumably, in the quality of those contributions. In other words, real knowledge backed up by real facts is at risk on the Web. Given the important roles now played by the all-pervasive Web, this is a societal problem in the making!

     What's to be done? How can Wikipedia be protected and more fully supported in its mission (imparting real knowledge) going forward? Who can help? How can they help? Think about it.
Systems Engineering in Healthcare? Really?               
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     I was intrigued by a recent Harvard Business Review article by three folks at Johns Hopkins University, a none-too-shabby institution of higher learning. Their thesis is that the proven discipline of systems engineering can greatly enhance the delivery of healthcare services. Well, I was intrigued because systems engineering runs in my veins.

     The authors demonstrated some real progress in hospital-based care and focused on describing one example dealing with the prevention of patient weakness owing to inadequate mobility in the ICU.

     I don't want to diminish the importance of their work or the success demonstrated so far. But I'm skeptical. I find the task of remaking the delivery of hospital care, even in piecemeal fashion, to be so daunting as to be effectively impossible. I sincerely hope I'm being too negative. What do you think? 
Resources from our Archives 
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     Check out our Reading Room to view my published articles, presentations and white papers on a variety of topics.
 
     And, you can examine my Newsletter Archive of prior Trilogy Tidings (since February 2007).
 
What does Trilogy do? 
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     Trilogy Associates facilitates business growth and renewal through commercialization of new products, providing the following services:
  • Opportunity assessment
  • Business planning and enterprise growth strategies
  • New-product conceptualization, commercialization and marketing
  • Market research and competitive assessment
  • Business development and partnering
  • Market and technological due diligence
  • Assessment of the therapeutic and diagnostic potential of novel technologies
  • Design of efficient and effective development strategies for early-stage biomedical products
  • Business and technical writing/publishing

     Inquiries to establish whether and how we might support your business initiatives are always welcome.  Contact us.

Contact Information
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ContactInfoJoseph J. Kalinowski, Principal
919.533.6285
LinkedIn Profile: www.linkedin.com/in/trilogy
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