Innovations are fueling economic recovery in many industries. Some disruptive technologies are happening at “warp speed.” Bob Melvin describes his blue ocean project that injects knowledge thinking into the lobstering industry helping to protect endangered whales. Bob describes the three success factors: disruptive innovation, knowledge-based product development and the ‘one chance.” Discovering disruptive innovation requires critical thinking. Bob will describe how his highly successful knowledge-driven product innovation system works to get the design right with the customer interest in mind. He discusses the risk factors in getting to market and that ‘there is one chance to get it right.’ He shows how up-front knowledge capture of the customer and the engineering needed will allow you to nail-it the first time and avoid unnecessary “pivots.”