This book provides you with a glimpse of all the disciplines involved in the new products process. Although I've concentrated on devoting one chapter per topic, these disciplines are interrelated. Some of the verticals covered in this book are: technology, automotive, cyber security, communication, mobile phones, chemicals, fashion, entertainment, gaming, construction, transportation, food, sex, jewelry, health, energy, sports, alcohol, gangs, banking, insurance, airlines, aircraft, religion, tattoos, and-last but not least-poultry farming. Some more, some less. The case studies are likewise geographically diverse, and in some examples I underscore the difference between corporate innovation and innovation at a start-up. When the differences between the two are significant, I address both separately.