Reading List

Reading List


A New Product Dog is always learning. Always investing. Always improving. 


Your Reading Plan:

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  2. Foundations

After these two sections, feel free to pick and choose from each category based on your interests and needs. You may want to go deeper within a topic  – or grab one from here and there. An asterisk is placed by the recommended first resource to be read (or viewed) first within each section. Do you have any suggestions for additions? Let us know.


Begin Here




Behavioral Economics  (or…”How Customers Make Decisions”)


Strategic Marketing


Corporate Finance


Market Research


Data Analysis and Statistics


Process for New Product Development (NPD) and Innovation


Idea Generation


Product Design


Technology Strategy


Portfolio Management




Innovation Culture


Tactical Marketing and Sales




Howling Good Communication


New Product Dog Attitude