Control theory in new product development (NPD) helps teams to reach innovation goals. Goals must meet criteria of hierarchy, specificity, and attainability. The product innovation charter and the NPD process help teams to design goals and understand the feedback loop from a control theory perspective.

1. Idea Insights from GNPS
Control Theory and New
Product Development
Episode 15-38
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2. Idea Insights from GNPS
What is Control Theory?
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Setpoint Comparison
Control
Element
Actual Input
Feedback Loop

3. Idea Insights from GNPS
Control Theory in Management
• Change performance based on goals and feedback
• Hierarchy of goals
• Specificity
• Attainability
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4. Idea Insights from GNPS
Hierarchy of Goals
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College
Degree
High-
Paying
Job
Nice
Car

5. Idea Insights from GNPS
Specificity of Goals
• Attain goals if they are measurable
• New Year’s resolution to “lose weight”
• Or – lose 12 lbs in six weeks
• New Product Development (NPD) goals use PIC
• Product Innovation Charter (PIC)
• See Chapter 2 of NPDP Certification Exam Prep: A 24-Hour Study Guide
• PIC describes specific goals for each innovation effort
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6. Idea Insights from GNPS
Attainability of Goals
• Consider the gap between current state and desired state
• Unattainable goals are abandoned
• Stretch goals are sought
• NPD process builds in more stringent goals with each stage
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7. Idea Insights from GNPS
For More Information
• See the full post at the Idea Incubator Blog
• www.globalnpsolutions.com/idea-incubator/
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• 1-281-280-8717
• info@globalnpsolutions.com
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Houston, TX 77062
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