Disruption, change and volatile operating conditions have placed a new emphasis on innovation and the development of new products and services. We are currently seeing a range of new approaches being taken out there, including the early acquisition and fostering of innovation by large corporate interests.Investing in new product development isn't really an option for most businesses – new or established. It is essential to long term business growth and profitability. However, the process is risky and not for the faint hearted. It requires fast and accurate research, planning, testing and iteration. It also requires placing the customer at the core of what you do and at the heart of the business.We help the management and boards of companies make critical decisions regarding their investments in new products. Our preferred approach is to engage as early as possible in the product development cycle and help to build a logical business case to support the product development and the market development being considered. In this way, projects can either be attacked with confidence or perhaps parked pending better business conditions or development options. The decision is supported with solid logic, available facts and forecasts based on experience and crucial feedback from the market.