Invention Isn't Everything : Consumer Design Rules

This Element is an excerpt from From Concept to Consumer: How to Turn Ideas Into Money (9780137137473) by Phil Baker. Available in print and digital formats.

The invention is often just 5% of what’s involved in making a product succeed....

I remember my first day at Polaroid in June 1967. I entered the secure area behind the frosted glass door with “Product Development” stenciled on it. Behind...