Winning products provide great value to their customers. Activities which lead to the fulfillment of consumer needs, including new product development, are at the core of marketing discipline. Traditional marketing theory understands new product development as a very structured process. Yet business reality provides countless examples of winning products being the result of simply disruptive thinking about the needs and wants of a consumer. An entrepreneurial marketing style is a valid option for small firms operating in unstable business environments. However, in response to an ever changing and increasingly complex consumer, the technical expertise of innovators must be combined with consumer behavior knowledge and other social sciences. Entrepreneurs must also recognize that consumers buy brands not products, hence the need to integrate the brand management process into their business practice.