This whitepaper explains that in competitive markets, digital product innovation is essential to create customer-centric experiences and new revenue. It outlines three innovation types: new products, improvements, and feature additions, and argues that future products must be co-created with customers. A disciplined digital product management approach is required, using open innovation, clear decision rights, empowered hubs, outcome-based processes, metrics, and funding. It warns against innovation theater and over-engineering, and says success depends on culture, strategy, and the right technology partner. Bridgenext’s Product Innovation Matrix combines empathy-led design, modular architectures, engineering innovation, and continuous improvement.

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