• Session title: Voice of the Product – Finding New Sources of Customer Value
• Session abstract
If your product could speak, what would it say? If your system was hiding sources of customer
value, how would you know it? If your customers could inquire about technologies beyond their
understanding, what would they ask for?
Dr. Sam Kogan, CEO of GEN3 Partners, will answer these questions and more when he
introduces the Voice of the Product (VOP) – a powerful means for complementing Voice of the
Customer insights. Through a systematic and structured review of a product’s system and
supersystem, VOP can uncover new, unexploited targets for disruptive product innovation.
While customer feedback may be limited to what is known, VOP analysis mines for unknown
sources of value by “interviewing” the product (through its functions), industry (through
patents), and future (through technology trends). By leveraging Voice of the Product analysis,
R&D can take a proactive role in setting a corporate innovation agenda that is tightly aligned
with market needs and capable of fueling growth for the enterprise.
In this interactive workshop, participants will gain exposure to selected tools for uncovering new
sources of customer value using a VOP framework. Come learn how Voice of the Product can be
vital for managing innovation resources and redefining the innovation pipeline.
• Speaker bio (approximately 135 words)
Sam Kogan, Ph.D. – Chief Executive Officer. Dr. Kogan brings more than 30 years of experience
in Research & Development – both in industry and as a leader in innovation and advisory
services. At GEN3 he is responsible for setting the firm’s strategic direction and has also played
a key role in the development of its proprietary methodology. He has led innovation programs
for Fortune 500 companies worldwide including GE, Siemens, Colgate Palmolive, Novartis, and
Ingersoll Rand. In addition, Dr. Kogan serves as a strategic and technical advisor to several VC
Funds and startup companies. Dr. Kogan has a Ph.D. in Material Science from the Institute of
Macromolecular Science, Leningrad, Russia and an M.S., cum laude, in Applied Physics from
Polytechnic University in Leningrad, Russia. He is a Six-Sigma Specialist and Certified Level 4 TRIZ
Practitioner.
Irina Sigalovsky, Ph.D. – Senior Principal. Dr. Sigalovsky brings 10 years experience in strategy
and innovation consulting, having worked with clients in healthcare, consumer, and industrial
markets. She has managed and conducted dozens of programs, projects and workshops on
GEN3's innovation methodology for Fortune 500 clients, including General Electric, Intel,
Siemens, Alcoa, Wrigley, and Colgate-Palmolive. Dr. Sigalovsky has taught at leading institutions
such as MIT, Harvard University, Tufts University and X-Prize Lab@MIT. Dr. Sigalovsky holds a
dual Doctorate degree from MIT and Harvard Medical School in Health Sciences and Technology.