Even companies in mature markets can innovate if they focus on the customer and make sure their employees do the same. The design and innovation stand at The Manufacturer LIVE 2003 provided stunning examples, from jets to lawnmowers and washing machines to chairs.

No matter how mature our market, or how fiercely you have to battle for your chunk of it, you can innovate if you and your employees focus on the customer. Should you doubt it, listen to the mower maker's tale.

It tells how Hayter, a company used to taking two and a half to three years to develop a product, stormed to the top of its market with a machine developed in months.

Hayter's dealers wanted more new products and faster product cycles. When managing director Derek Boulton joined the East Hertfordshire based company 18 months ago, he saw no hope of doing either unless Hayter 'switched on' its employees. They lived in functional silos, did what they were told and kept their heads down.

Boulton's answer was to tell them Hayter would design, make and launch a new electric mower in five months. The mower, to be made in China, would attack a market slot dominated by rival Mountfield for 15 years. To do it, Hayter moved from 2D to 3D CAD and adopted cross functional product management. The barriers between marketing, engineering, production and parts and services would have to go.... Please download pdf to read full article.

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