Code Named Ginger. The Story Behind Segway and Dean Kamen's Quest to Invent a New World. Steve Kemper. Harvard Business School Press. 2003.

"A fascinating read on product development and the entrepreneur's world of talent, risks and opportunities. For engineers and designers, the Segway's development is a cautionary tale on public's design perceptions." For example, despite radical technology application and a theory that is right on target, the public saw a 'pogo stick.' "Perception is reality" and often as much innovation is required aligning a product for market as on any technical challenges.

"However, the Segway is truly a concept needing to come of age, with an 80 lb vehicle moving a 180 lb person rather than today's use of a 5000 lb vehicle for the same 180 lb person. And Segway is an appropriate title calling designers and innovators to follow Dean Kamen's vision toward "It."

 

The Fall of Advertising & The Rise of PR. Al Ries & Laura Ries. Harper Business. 2002.

Great book for strategic thinking on integrating design into a product's eventual marketing task and vice versa … power of BUZZ over the advertising dollar, Buzz management, pitfalls of brand and line extensions, and why hot new products require equally hot new thinking for maximizing their success.

 

Rembrandts In The Attic, Unlocking the Hidden Value of Patents.
Kevin G. Rivette and David Kline. Harvard Business School Press. 2000.

Excellent discussion on the true values of a powerful patent portfolio and its management. Why and how Corporations are paying more attention to their Intellectual Property with high profit returns.