Really new products and services are scarce, yet the need for them is huge. That's why Innovation is an important managerial instrument - but many of us struggle with how to approach it. This title explains the front end of innovation with practical tools, effective checklists and an innovation route map. '...well-written in a simple yet effective style which is practical, down to earth, free from jargons and the insightful cartoons make it enjoyable to read...the book will be very well received by different stakeholders in business and the academic as well as consulting world interested in the innovation, entrepreneurship and product development process...' Prem Vrat, Vision Journal 'While the Stage-Gate system is a fantastic framework to follow, Gijs van Wulfen's FORTH method provides the specific steps and tools to make the fuzzy front end of innovation more manageable and allow any team in any company to develop new products.' PDMA (Product Development and Management Association)