1.As a way of understanding the new-product development process, let's look at examples of products that are "new" and products that only seem "new."

What's the difference? What does it take for something to be "new" to you?

Use your observations of everyday life and the products you encounter. What's "new"? What's simply "improved"?

2.More of our economy today is services. How can we make services seem like goods? My own observations suggest that the more companies make tangible the intangible, the better they sell their products. I call this process"tangibilizing"and it's been enormously helpful in my work.

So, based on your own purchases, how do you make the intangible more tangible? How can companies best interest you in services as products?