In his book, The Post-Industrial Society, Peter Drucker wrote: Society, community, and family are all conserving institutions. They try to maintain stability and to prevent, or at least slow down, change. But the organization of the post-capitalist society of organizations is a destabilizer.

Because its function is to put knowledge to work—on tools, processes, and products; on work; on knowledge itself—it must be organized for constant change. It must be organized for innovation. New product development is important in this process of systematically abandoning the past and building a future. Current customers can be sources of ideas for new products and services and ways of improving existing ones.

Assignment

1. Working in teams of five to seven, brainstorm ideas for new products (goods, services, or ideas) for your college.

2. Construct questions to ask currently enrolled students (your customers). Sample questions might include:

a. Why did you choose this college?

b. How can this college be improved?

c. What products do you wish were available?
3. Conduct the survey and review the results.
4. Prepare a list of improvements and/or new products for your college.