July 19, 2018

Register now to secure your All-Access Pass.  Members get the best value early-bird price!
PDMA Webcast: The Importance of 
Value Proposition  
Featuring Speaker Gregory Coticchia, 
Carnegie Mellon University 
Thursday, July 26, 2018
11 AM EDT/ 10 AM CDT
Space is limited, register early to reserve your spot!
** Attending a PDMA webcast earns one professional development credit for NPDP certified attendees. 
PDMA Webcast_ The Importance of Value Proposition
It's not enough to have a good idea. In order to be successful, a product needs a value proposition to clearly answer the question "Why would someone be willing to purchase this product?" A value proposition is a clear statement that explains your product's relevancy, quantified value, and unique differentiation. Communicating this persuasively is difficult, though.

In this session you will learn to create a value proposition that answer the questions:
  1. How does your product solve customers' problems?
  2. What specific benefits does your product deliver?
  3. How is your product different from competing ones and why should someone buy it?
A value proposition is a critical element of strategy, core to the business model, and the foundation from which your communication messages are created. The significance of the value proposition should not be underestimated and validating it with customers is a must-have. Getting feedback on your value proposition can help you avoid wasting time on ideas that won't work - and that's inVALUEable. 

PDMA Members: FREE
Non-Members: $10

2018 JPIM Research Forum Registration Open!
The JPIM Research Forum, powered by PDMA, is the premier academic research conference and proud to highlight JPIM, the leading academic journal for research on new product development (NPD) and innovation management. The forum, held on November 3 and 4, kicks off the schedule of events for the PDMA Competitive Edge Conference and showcases:
  • Cutting-edge research presentations
  • "From the Editors" - Publishing for impact at the Journal of Product Innovation Management (JPIM)
  • Special session for junior scholars in the area of innovation management
  • Exploration of emerging topics in NPD and innovation management
  • Dedicated session examining academic/industry collaborations
Don't miss out on this fantastic content. Register today!
PDMA in China
Our VP of Membership, Mark Adkins, visited the cities of Nanjing and Xi'an in early July to speak about PDMA including the NPDP certification program. We are very grateful for our partnership with the Training Center of the State Administration of Foreign Experts Affairs, P.R.C. (TCSAFEA) for their ongoing partnership and their wonderful hospitality.
LaFutura Shanghai
This year, the future is in Shanghai: We are hosting the LaFutura conference in the Chinese metropolis for the first time, which will take place from 22nd to 23rd October 2018. With many global and local events, LaFutura (a PDMA Special Interest Group) is the central intelligence network to bridge the gap between trends, innovation and tomorrow's opportunities. LaFutura Shanghai connects experts from all industries with the focus on trend, future and foresight. Futurists from all over the world and participants from local, regional and international companies will attend the future conference in Shanghai.

The conference will open in the M50 Creative Park with a presentation on trends in Asia. The Retail Experience Tour will follow in the afternoon, including stops at the Gentle Monster Store as well as the DuPont Innovation Center.

The next day starts with an impulse lecture on creative leadership by Christian Kuhna, Director of Innovation and Head of APAC Artgym in the PWC Innovation Center, followed by a presentation by the Chief Creative Officer of Serviceplan from China: Chong Kin. As with each iteration of LaFutura, the afternoon involves workshops covering topics such as the future of mobility, banking, energy and communication. The complete programme, which also includes exclusive networking events, can be accessed at http://www.lafutura.org/event/ .
Volunteer! Amazing Leadership Opportunities
We are looking for Product Leaders like YOU.

Do you want to participate on the global product development and management stage? We have several opportunities for you to get engaged in meaningful high-impact volunteer activities.

Go to the volunteer application and get involved today!
Chapter Highlights
Utah Chapter Highlights
On June 19, 2018, the Utah Chapter of the Product Development Management Association (PDMA), in conjunction with Workman Nyddeger (WN) IP Law firm held a highly informative meeting on SMART Market Validation: Nailing Your Customer's Needs and Wants.  Attendees learned from Cydni Tetro, founder and president of Women Tech Council and CEO at Forge DX.  Cydni is a master at marketing and has worked with companies such as Disney, the NFL, Microsoft, Dreamworks, Facebook, and WalMart, to name a few.
Cydni's presentation started with helping attendees realize that all innovation starts with the customer.  She took attendees through experiencing the customer's point of view, then the need to develop a precise customer persona (what your customer looks like and whom you want to serve). She then showed how to utilize this persona in customer validation to help drive value into new products successfully and efficiently.  She provided simple tools and examples on how this works so that we really understand how to create customer-first successes in product development.
Robert Male, President of the Utah Chapter of PDMA, spoke briefly about PDMA and Utah Chapter's mission to bring innovators in Utah together to network and learn about aspects of product development that will help keep our economy vibrant through organic growth from New Product Introductions.  Participants were excited about the opportunity to network with other product developers and jazzed about the great Marketing insights provided by Ms. Tetro. 
Ms. Cydni Tetro presenting at the Utah Chapter of PDMA
From PDMA Headquarters
Heading into mid-summer I am happy to report that PDMA continues to grow.  In recent months over two dozen volunteers indicated interest in getting more involved in specific areas and we welcomed dozens of new members during our new member introductory offer. We are very excited for what this means for the organization in terms of reaching and supporting product people at every point in their product career (e.g. geographic, organizational, and professional), flow of new ideas, and increased energy to fuel continued development of current and new programs. Want to join others leading the profession? Visit our volunteer landing page .

As we close out July, we have some time-sensitive offers for you to take advantage.  First, remember early bird conference pricing ends July 31, so register today!  Our special new member offer also ends in July.  Join at the introductory price and get a PDMA BoK FREE.  Lastly, we are nearing capacity for the July 26 webinar with Gregory Coticchia, MBA, PC of
Carnegie Mellon University - but you can still register HERE . Greg is an award-winning technology executive with over 30 years' experience in high tech products and services. He currently serves Carnegie Mellon University as its founding Executive Director for its Master's Program in Product Management (MSPM). He will be speaking about value proposition as a critical element of strategy and core to the business model. We will be promoting webinars for September and October soon. 

Best regards,
Eric Ewald, CAE
PDMA Executive Director
In This Issue
Upcoming Chapter and Global Affiliate Events

Breakfast Club (downtown)
August 3, 2018
Tech Nexus
Chicago, Illinois 60606

PDMA Chicago Innovation Networking and Presentation
August 7, 2018
Learn More and Register

>> View the Full Calendar
JPIM is free with PDMA Membership. Access your Journal Today!
JPIM Forum
JPIM July 2018 issue is now available! Access the latest issue here.

Members log in and access JPIM articles  here. Non-members may access abstracts. H ard copy subscriptions for members can be purchased  here

Don't forget to download the new JPIM app!

Download the  JPIM  app for iOS devices from the Apple App Store to easily read all of the issues as well as articles awaiting publication under "Early View". S earch for "Journal of Product Innovation Management". (Not yet available for Android.) 
NEW Member Special Offer

Join by July 31st for special new member benefits! 

Join PDMA today and you receive a full year of membership for the introductory price of $199 (a $36 savings off the regular professional membership of $235!) That's less than $4 a week to power your professional product innovation career.  Bonus: FREE PDMA BoK!

Join before July 31!

Get the latest edition of our  PDMA  BOK  combining all NPDP exam preparation materials into one guidebook. You can purchase a copy directly through Amazon .

The PDMA Body of Knowledge covers the following exam topics:
  • Strategy
  • Portfolio Management
  • NPD Processes
  • Culture, Teams, and Organization
  • Tools and Metrics
  • Market Research
  • Life Cycle Management - New!

For an overview of each chapter in the BoK, visit PDMA's NPDP Body of Knowledge.  

Get NPDP Certified

Congratulations on Your NPDP Certification!
PDMA congratulates community members who earned their NPDP Certification in June 2018! Learn more about NPDP Certification .

Brian Eastman,  NPDP
Hannah Jones , NPDP
Kate Herndon, NPDP
Welcome June 2018
New Members!

PDMA welcomed the following new members in June 2018. The PDMA community looks forward to working with you!

Academic Membership

Rupinder Jindal

Professional Members

Cheng Erin
Martha Ewald
Jennifer Denton
Tania Shepard
Krishna Ati
Erica Mills
Michael Baker
Hannah Jones
Brenda Edin
Lise Duran
Karin van Wouwe
Tanja Hulst
Alika Victor
Evan Graham
Kumar Kevalramani
Jayson Humble
Ellen Thomas
Brian Martin
Wei Chang
David Mordo
Chris Elrod
Rahul Abhyankar
Cheryl Moran
Matcha Rajan Balchaminadar
Tom Mullins
Chia Ling Chen
Kevin McGonigle
Donna Armocida
Julie Milum
Christie McElya
Bas Hillebrand
Maryse Chappin
Agnieszka Caruso
David Richmond
Sophia Schell
Gautam Shah
Bethany Simon

Student Members

Rebecca Stames
Gertis des Vignes
Wing Hoang
Branislav Marinkovic
Adina Brandon

US Team Membership

Christine Carlson
Submit a Book Review
Members, if you have not had the opportunity, please check out the book reviews on the PDMA website  here.
Earn PDHs for NPDP Recertification by writing a book review for PDMA! Learn how here.
Contact Teresa Jurgens-Kowal, PhD, NPDP with questions or submissions.
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