Predictable Winners

A Handbook for Developing, Forecasting, and Launching New Products and Services

By: Stuart E. Jackson, Ilya Trakhtenberg

Narrated by: Simon Barber

New product launches are risky. But disciplined innovation practices lead to success rates well above industry benchmarks. Predictable Winners is a comprehensive handbook of best practices for improving the odds of success at every step of the innovation journey - from concept development through commercial launch and beyond. Product leaders, innovation teams, and senior executives will find practical insights to reduce product risk and improve R&D effectiveness and ROI, while delighting customers with a pipeline of compelling new products and services.

The authors' systematic approach is covered step-by-step in twenty-five chapters on topics like assembling the right team, identifying innovation opportunities, conducting a disciplined, data-driven assessment of a new product's revenue potential, making wise investment decisions, and more. Predictable Winners also details how to use quantitative tools to disaggregate and reduce the distinct risks around competing product concepts, customer segments, channels, pricing, and launch planning. Finally, because not all breakthrough innovation comes from internal teams, the authors also explain advanced strategies for improving the odds of success: balancing organic innovation with external acquisitions or licensing.

The book is published by Stanford Business Books, an imprint of Stanford University Press. The audiobook is published by University Press Audiobooks.

©2025 Stuart Edward Jackson and Ilya Trakhtenberg (P)2025 Redwood Audiobooks

Critic reviews

"This book...should be a cornerstone of management development programs." (Paul Walsh, Chairman McLaren Group)

"This book will help you move faster, be smarter in defining the market and the potential upside, and execute with confidence to increase your chances of success." (Ania Smith, CEO, TaskRabbit)

"This is how investors want their CEOs to think...The lessons provided by the authors are practical, applicable, and invaluable." (Paul LaViolette, SV Health Investors)