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THE PDMA HANDBOOK
OF INNOVATION
AND NEW PRODUCT
DEVELOPMENT
THE PDMA HANDBOOK
OF INNOVATION
AND NEW PRODUCT
DEVELOPMENT

Fourth Edition

Edited by
Ludwig Bstieler
Charles H. Noble
Copyright © 2023 by John Wiley & Sons, Inc. All rights reserved.

Published by John Wiley & Sons, Inc., Hoboken, New Jersey.

Published simultaneously in Canada.

No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any
means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as permitted under
Section 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the
Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center,
Inc., 222 Rosewood Drive, Danvers, MA 01923, (978) 750–8400, fax (978) 750–4470, or on the web at www.
copyright.com. Requests to the Publisher for permission should be addressed to the Permissions Department,
John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, (201) 748–6011, fax (201) 748–6008, or online at
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Limit of Liability/Disclaimer of Warranty: While the publisher and author have used their best efforts in
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of the contents of this book and specifically disclaim any implied warranties of merchantability or fitness for a
particular purpose. No warranty may be created or extended by sales representatives or written sales materials.
The advice and strategies contained herein may not be suitable for your situation. You should consult with a
professional where appropriate. Neither the publisher nor author shall be liable for any loss of profit or any other
commercial damages, including but not limited to special, incidental, consequential, or other damages. Further,
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Cover Image: © aleksandarvelasevic/Getty Images

Cover Design: Wiley

Set in 10.5/13pt ITCNewBaskervilleStd by Integra Software Services Pvt. Ltd, Pondicherry, India
 CONTENTS

Introduction ix

SECTION ONE: GETTING STARTED WITH NEW PRODUCT DEVELOPMENT AND

INNOVATION 1

1 New Products: What Separates the Winners from the Losers and What
Drives Success 3
Robert G. Cooper

2 An Innovation Management Framework: A Model for Managers Who

Want to Grow Their Businesses 45
Paul Mugge and Stephen K. Markham

3 Sustainable Innovations and S­ ustainable Product Innovations:

Definitions, Potential Avenues, and Outlook 59
Rajan Varadarajan

4 Organizational Design for Innovation: Leveraging the Creative Problem-

solving Process to Build Internal Innovation Effectiveness 81
Wayne Fisher

5 Repurposing: A Collaborative Innovation Strategy for the

Digital Age 103
Bastian Rake and Marvin Hanisch
v
vi Contents

6 Innovation Governance 121

Rod B. McNaughton

SECTION TWO: NEW PRODUCT DEVELOPMENT PROCESS 137

7 Toward Effective Portfolio Management 139

Hans van der Bij and Eelko K.R.E. Huizingh

8 The Politics of Process: The Portfolio Management Framework 155

Stephen K Markham

9 Integrating IP Actions into NPD Processes: Best Practices

for ­Protecting (and Promoting) New Product Innovation 181
Joshua L. Cohen, Esq.

10 Managing the Front End of Innovation (FEI):

Going Beyond Process 203
Jelena Spanjol and Lisa Welzenbach

11 Opportunistic New Product Development 227

Floor Blindenbach-Driessen and Jan van den Ende

12 Really New Product Launch Strategies: Prescriptive Advice to Managers

from Consumer Research Insights 247
Sven Feurer, Steve Hoeffler, Min Zhao, and Michal Herzenstein

13 Managing the Supply Chain ­Implications of Launch 267

C. Anthony Di Benedetto and Roger J. Calantone

14 New Product Development in East Asia: Best Practices and Lessons to

Be Learned 279
Martin Hemmert

SECTION THREE: USER PARTICIPATION AND VALUE CREATION IN NEW

PRODUCT DEVELOPMENT 297

15 Navigating Open Innovation 299

Rebecca J. Slotegraaf and Girish Mallapragada

16 How to Leverage the Right Users at the Right Time Within User-Centric
Innovation Processes 315
Andrea Wöhrl, Sophia Korte, Michael Bartl, Volker Bilgram, and Alexander Brem

17 Harnessing Ordinary Users’ Ideas for Innovation 337

Peter R. Magnusson
Contents vii

18 New Product Co-Creation: Key Insights and Success Factors 351

Gregory J. Fisher and Aric Rindfleisch

19 Crowdsourcing and Crowdfunding: Emerging Approaches for New

Product Concept Generation and Market Testing 367
Mohammad Hossein Tajvarpour and Devashish Pujari

SECTION FOUR: TRANSFORMATIVE FORCES OF NEW PRODUCT

DEVELOPMENT AND INNOVATION 385

20 Digital Transformation in the ­Making: Lessons from a Large

Energy Company 387
Luigi M. De Luca, Andrea Rossi, Zahir Sumar, and Gabriele Troilo

21 Hybrid Intelligence for Innovation: Augmenting NPD Teams

with Artificial Intelligence and Machine Learning 407
Frank T. Piller, Sebastian G. Bouschery, and Vera Blazevic

22 AI for User-Centered New Product Development—From Large-Scale

Need Elicitation to Generative Design 425
Tucker J. Marion, Mohsen Moghaddam, Paolo Ciuccarelli, and Lu Wang

23 Re-thinking Design Thinking: The Transformative Role of Design Thinking

in New Product Development 445
Marina Candi, Claudio Dell’Era, Stefano Magistretti, K. Scott Swan, and
Roberto Verganti

SECTION FIVE: SERVICE INNOVATION 459

24 Innovation When All Products Are Services 461

Anders Gustafsson, Per Kristensson, Gary R. Schirr, and Lars Witell

25 New Product Development by Extending the Business Model 477

Christer Karlsson and Thomas Frandsen

26 How to Build Subscription Business Models 497

Charley Qianlei Chen, William C. Zhou, and Sunny Li Sun

SECTION SIX: APPLICATIONS IN NEW PRODUCT DEVELOPMENT 511

27 Obtaining Customer Needs for Product Development 513

Abbie Griffin

28 The Evolving Influence of Customer Needs on Product Development 529

Kristyn Corrigan
viii Contents

29 Choice-based Conjoint Analysis: Reveal Customer Preferences

to Increase Product-market Fit 543
Garth V. Brown

30 Creativity Tools for New Product Development 565

Teresa Jurgens-Kowal

31 Forecasting New Products 587

Kenneth B. Kahn

32 A Practical Guide to Facilitating a Design Thinking Workshop 601

Wayne Fisher
Appendix: About the Product Development and Management
Association (PDMA) 619

PDMA Glossary of New Product Development Terms 627

Index 661
INTRODUCTION

T hank you for purchasing this book. We are delighted and honored to bring
you the 4th edition of the PDMA Handbook of Innovation and New Product
Development. Our partners at the Product Development and Management
Association (PDMA) and John Wiley & Sons Publishing are as enthusiastic as we
are to see this almost completely new edition of a very popular and useful book
come to life.
The goal of this Handbook, as in prior editions, is to provide an introduc-
tion, a thought-provoking series of essays, and a practical guide for managers
and thought leaders working in new product development (NPD) and innova-
tion. Astute readers of our prior editions may notice that the title has slightly
changed in this 4th edition. We now appropriately highlight innovation as a key
focus of what we are to explore in addition to our continuing emphasis on new
product development.
Our deepest thanks go to the wonderful collection of authors who have con-
tributed to this book and to prior editions. In this collection, they share their
thoughtful insights and broad experiences to bring you a compilation that rep-
resents the state-of-the-art in the field. One of the unique features of this book
series has always been that our authors represent a balance of outstanding prac-
titioners and consultants, and leading-edge academic researchers. Thus, you
will find here both applied, first-hand insights from the field, and findings from
academics who have been studying innovation and new product development

ix
x Introduction

using the latest techniques. These diverse perspectives combine to bring you
knowledge that is powerful, practical, and thought-provoking.
This book is a collection of 32 chapters representing a host of different
voices. The style of the chapters presented here also varies greatly. Some chap-
ters are extremely hands-on and step-by-step, providing practical tools to apply
in your organization. Other chapters may present new concepts, ideas, and
approaches that are meant to stimulate your thinking and to help you find
creative ways to study or apply these thoughts in your workplace or in your
research.
The Handbook has been the most popular publication from the PDMA and
has proved indispensable for many practicing in the field. The chapters we
bring you in this edition revisit familiar topics with fresh approaches and insights
and will likely introduce you to entirely new concepts that take you to the leading
edge of this exciting world of new product development and innovation.

The Intended Audience for This Book

As with prior editions this Handbook is written for two very different groups of
readers. First, we hope to appeal to managers who have a strong interest in
increasing their knowledge of these important topics. This is not “NPD for
Dummies,” and our goal is not to instruct the absolute novice on every detail of
the day-to-day functioning of a new product development unit. We leave that to
other authors and their instructional books. Our primary target for the work
here is the manager who is moderately experienced in new product development
and is looking for pockets of exceptional knowledge that can ultimately lead to
superior performance in the workplace. Second, we also offer this book to aca-
demics researching NPD and innovation. These scholars should find the insights
from both practitioners and other researchers to be thought provoking stimuli
for future research efforts that, we hope, will lay the groundwork for the 5th
edition of this Handbook!

How to Use This Book?

Our goal in organizing this book was to present something that provides the
reader with as much flexibility as possible, understanding that different readers
may look to this book with very different goals in mind. Some readers may
choose to read this cover to cover, and we commend them for that journey!
Others may choose to skim the contents, identifying those topics which pique
their interest most, while perhaps relegating others to a later time. We have
done several things to help the reader determine the best reading strategy. First,
we have organized these chapters into sections that provide a flow and a general
theme for the diverse writing that readers will find within. Also, if readers see
certain topics or concepts highlighted in the Table of Contents that pique their
Introduction xi

interest, the Glossary in the back of this book provides a basic understanding of
those ideas. The Glossary can also serve as an important reference for the active
product manager working in this field.

The Book’s Organization

Section 1 of this handbook includes chapters that are both strategic and foun-
dational. Beginning with Bob Cooper, who many know as the father of the stage
gate concept, he brings fresh ideas that also lay the groundwork for what is to
come. The chapters in the first section cover big issues and important concepts
that any product manager needs to consider. Section 2 examines the new prod-
uct development process and essential tools and concepts such as perspectives
on portfolio management, managing the front end of innovation, gaining
insights from consumers, and other important issues. Section 3 considers topics
that have exploded since the last edition of this Handbook, focused on user par-
ticipation and value creation in the new product development process. We’re
excited to introduce work on open innovation, co-creation, crowdfunding, and
related ideas. In Section 4 we cover what we call transformative forces in new
product development and innovation. This section includes topics related to
digital transformations, artificial intelligence, and design thinking, all of which
are already shaping new product development and innovation in different ways.
Section 5 is also a new offering in this edition of the Handbook with a clear focus
on service innovation concepts, an area that any practicing manager knows has
grown increasingly critical in recent years. Finally, Section 6 on applications in
new product development includes key considerations, tools and techniques to
help managers excel in the practice of NPD and innovation.
The Appendix in this book provides a description and contact information
for the Product Development and Management Association (PDMA). This won-
derful organization is an essential knowledge resource and networking oppor-
tunity for any professional trying to excel in this field. As mentioned earlier, the
Glossary offered in this book should be quite helpful in understanding the
many and changing terms associated with this field.
In summary, the key sections in this Handbook are:
Section 1. Getting started with innovation and new product development.
Section 2. New product development process.
Section 3. User participation and value creation in new product development.
Section 4. Transformative forces of new product development and innovation.
Section 5. Service innovation.
Section 6. Applications in new product development.
Appendix: About the Product Development and Management Association (PDMA)
PDMA Glossary of New Product Development Terms
xii Introduction

Acknowledgments

As with all PDMA projects, this work is done for the good of the field and not for
the individuals involved. This is an all-volunteer project from the writing to the
editing, with many talented people donating numerous hours of effort to create
the resource that you have before you. We are particularly grateful that our
authors have found the time to make these contributions just as the business
world is emerging from the incredible challenges of the COVID pandemic and
the many time and resource drains associated with it. Responsibility for chapter
content lies with the author(s). The editors played a key role in managing the
review process plus shaping the overall direction of this collection. We encourage
readers to consider the many resources that PDMA has to offer to help in their
professional development. These can be found at www.pdma.org and include
the award-winning Journal of Product Innovation Management and various other
publications and online resources that the organization provides. Additional
information on the PDMA is presented in the Appendix. In particular, we would
like to thank the leadership of the PDMA including the former Chair, Mark
Adkins, and Executive Director Eric Ewald, for all that they have done to support
this project. Finally, we appreciate the support that our publisher, John Wiley &
Sons has provided. Their editorial team has provided excellent guidance and
suggestions throughout this process. We hope you find as much enjoyment in
reading this book as we did in working with our outstanding author teams and
curating this collection for you!

PDMA Handbook 4th Edition Editorial Team

Ludwig Bstieler (PhD, University of Innsbruck) is Professor and Chair of

Marketing at the Paul College of Business and Economics at the University of
New Hampshire. Prior to joining the Peter T. Paul College, he was Assistant
Professor of Marketing at the University of Innsbruck, and held visiting posi-
tions at MIT’s Sloan School of Management, the Michael DeGroote School of
Business at McMaster University, and the European School of Management
(ESCP Europe). He has provided in-house trainings, trainings in manager pro-
grams, (international) marketing research and consulting services for various
companies and institutions in Europe. He studies the design and marketing of
new products with a particular emphasis on the influence of close buyer-sup-
plier collaboration and how relational and contractual governance mechanisms
facilitate or hinder successful collaborative new product development. His
recent work examines whether sustainability-minded firms can achieve better
innovation outcomes and the circumstances that lead to these results. His
research is published in leading journals, including the Journal of Product
Innovation Management, Journal of Business Research, and Technovation. Dr. Bstieler
is Associate Editor for the Journal of Product Innovation Management and serves on
PDMA’s Board and the IPDMC’s Scientific Committee.
Introduction xiii

Charles H. Noble (PhD, Arizona State University) is the Henry Distinguished

Professor of Business in the Haslam College of Business at The University of
Tennessee. In addition, he currently serves as Editor-in-Chief of the Journal of
Product Innovation Management, the premier research journal in the areas of new
product development and innovation. He is also a Research Faculty member
with the Center for Services Leadership (Arizona State University) and an
Advisory Board Member for the Snyder Innovation Management Center at
Syracuse University. His research interests focus generally on front end design
and development processes, as applied to both products and services. He has
published in many leading journals including the Journal of Marketing, Strategic
Management Journal, Journal of the Academy of Marketing Science, Journal of Product
Innovation Management, IEEE Transactions on Engineering Management, Sloan
Management Review and many others. He is on the editorial review boards of the
Journal of the Academy of Marketing Science, the Journal of Product Innovation
Management, and the Journal of Business Research. In his corporate life, Charles
worked in strategic planning and corporate finance for leading retailers in the
consumer electronics, home improvement, and warehouse club sectors.
Another random document with
no related content on Scribd:
you would see something disorderly in her looks, something
disorderly in her dress, and something disorderly in her manner of
speaking.

Wisdom from a Jester.—Bishop Hall tells us, that there was a

certain nobleman who kept a fool or jester, (a thing common in
former days in the families of the great,) to whom one day he gave a
staff, with a charge to keep it till he should meet with one who was
a greater fool than himself. Not many days after, the nobleman was
ill, and near death. The jester came to see him, and his lordship said
to him, “I must soon leave you.” “And where are you going?” asked
the fool. “Into another world,” replied his lordship. “And when will
you come again? within a month?” “No.” “Within a year?” “No.”
“When then?” “Never?” “Never!” said the jester; “and what provision
hast thou made for thy entertainment there where thou goest?”
“None at all.” “No!” said the fool, “none at all! Here, then, take my
staff; for, with all my folly, I am not guilty of any such folly as this!”
 The Little Mariner.
Ay, sitting on your happy hearths, beside your mother’s knee,
How should you know the miseries and dangers of the sea?
My father was a mariner, and from my earliest years,
I can remember night and day my mother’s prayers and tears.

I can remember how she sighed when blew the stormy gale;
And how for days she stood to watch the long-expected sail;
Hers was a patient, silent grief; but fears and long delay,
And wakeful nights and anxious days, were wearing her away.

And when the gusty winds were loud, and autumn’s leaves were red,
I watched with heavy heart beside my mother’s dying bed;
Just when her voice was feeblest, the neighbors came to say,
The ship was hailed an hour before, and then was in the bay.

Alas! too late the ship returned, too late her life to save;
My father closed her dying eyes, and laid her in the grave.
He was a man of ardent hopes, who never knew dismay;
And, spite of grief, the winter-time wore cheerfully away.
He had crossed the equinoctial line, full seven times and more,
And, sailing northward, had been wrecked on icy Labrador.
He knew the Spice isles every one, where the clove and nutmeg grow,
And the aloe towers, a stately tree, with clustering bells of snow.

He had gone the length of Hindostan, down Ganges’ holy flood;

Through Persia, where the peacocks brood, a wild bird of the wood;
And, in the forests of the west, had seen the red deer chased,
And dwelt beneath the piny woods, a hunter of the waste.

Oh! pleasant were the tales he told, of lands so strange and new;
And in my ignorance I vowed I’d be a sailor too:
My father heard my vow with joy,—so in the early May
We went on board a merchant-man, bound for Honduras’ bay.

Right merrily, right merrily, we sailed before the wind,

With a briskly heaving sea before, and the landsman’s cheer behind.
There was joy for me in every league, delight on every strand,
And I sat for days on the high fore-top, on the long look-out for land.

There was joy for me in the nightly watch, on the burning tropic seas,
To mark the waves, like living fires, leap up to the freshning breeze.
Right merrily, right merrily, our gallant ship went free,
Until we neared the rocky shoals, within the western sea.

Yet, still none thought of danger near, till in the silent night,
The helmsman gave the dreadful word of “breakers to the right!”
The moment that his voice was heard, was felt the awful shock,
The ship sprang forward, with a bound, and struck upon a rock.

“All hands aloft,” our captain cried—in terror and dismay,

They threw the cargo overboard, and cut the masts away,
’Twas all in vain, ’twas all in vain! the sea rushed o’er the deck,
And shattered with the beating surf, down went the parting wreck.

The moment that the wreck went down, my father seized me fast,
And leaping ’mid the thundering waves, seized on the broken mast.
I knew not how he bore me up, my senses seemed to swim,
A shuddering horror chilled my brain, and stiffened every limb.

What next I knew was how at morn, on a bleak and barren shore,
Out of a hundred mariners, were living only four.
I looked around like one who wakes from dreams of fierce alarm,
And round my body still I felt, firm locked, my father’s arm.
And with a rigid dying grasp, he closely held me fast,
Even as he held me when he seized, at midnight, on the mast.
With humble hearts and streaming eyes, down knelt the little band,
Praying Him, who had preserved their lives, to lend his guiding hand.

And day by day, though burning thirst and pining hunger came,
His mercy, through our misery, preserved each drooping frame:
And after months of weary wo, sickness, and travel sore,
He sent the blessed English ship that took us from that shore.

And now, without a house or friend, I wander far and near,

And tell my miserable tale to all who lend an ear.
Thus sitting by your happy hearths, beside your mother’s knee,
How should you know the miseries and dangers of the sea?
 The Old Lady and her Cat.
Cats have nine lives, so everybody says. Certainly, they go
through more disasters than any other animal, and have more hair-
breadth escapes. I have seen cats fall from the top of a house, and
get up, and run away as if nothing had happened. That is, you will
say, because they always alight on their feet. Perhaps there may be
something in this; be that as it may, I am about to relate to you the
adventures of a cat, which are as wonderful as they are true.
I wish you could have seen her picture; she seemed as if she
were entering into conversation with her mistress. And so she did in
her way; she could purr when she was happy, and mew when she
wanted anything. But more than this, she could show by her looks,
that she understood a good deal the old lady said to her.
She was a good old creature, this old lady, and she loved her cat,
because she had nobody else to love, and her cat loved her; and
well she might, for the old lady made a pet of her. She fed her every
morning from her own table, with new roll and new milk; then for
dinner she would have cooked for her a little kidney, or some other
savory morsel. At tea time, puss used to stand with her feet on the
elbow of the old lady’s chair, and many a nice bit did she receive
during that meal, with a saucer of milk before the tea things were
taken away.
Then she had a nice bed. A cushion stuffed with wool, by day to
repose herself upon, and for night she had a little wicker basket with
a hole to creep in at; there she curled herself so snugly, that many a
poor creature would have envied her. In the morning she used to
run up stairs, the moment the servant came down, and mew at her
mistress’s door till she was let in; and there she would stop with her
till she was dressed, turning her tail and rubbing against her
mistress’s garments, till she came down stairs, as much as to say, I
am glad to see you this morning.
 But it was not always so with Miss Puss, I assure you: she had
seen many adventures, and had many escapes. Few cats had gone
through more troubles than she. I will tell you one of the events of
her life. I think the story will please you. Well, you must know that
Mogette, for that was her name, was, what is called a stable-cat;
that is, a cat kept in the stable to look after the rats, that they might
not eat the horses’ corn.
Mogette once had five little kittens; and pretty little things they
were, and fond enough she was of them. She thought too, she had
secured them all from danger by hiding them in a hole in the hay-
loft; which she had lined with hay to make it nice and warm. She
never left her young ones except she was very hungry; and then
only a few minutes, just to keep herself from starving. She would
then return, and purr fondly over her kittens, showing how much
she loved them.
There was an ugly, ill-tempered stable-boy, named Sturt, and a
very cruel boy he was to cats. He was very fond of dogs, and never
so fond of them as when they turned a cat on its back, or drew a rat
from his hole. His chief delight was in cat hunting.
He had a fierce little terrier dog, which he taught to be as cruel as
himself. This dog was always on the watch for cats.
Poor puss, like a wise cat, had secreted her kittens in the hay-loft,
on purpose to guard against this dog. But she often heard him bark
in the day, and felt quite frightened, although she knew he could not
get up into the hay-loft, still she feared that some day, when her
kittens grew larger, they would come down and he would tease
them.
The dog Snap, for that was his name, never saw puss but he
chased her round the stable-yard. On one occasion, this boy, Sturt,
set him on, and puss could not get out of the way till she flew up an
apple tree, and here the dog watched her, and would not let her
come down. Puss thought of her kittens, and at last made a
desperate plunge at Snap, scratching his face and eyes most wofully,
and ran with all speed to the ladder leading to the hay-loft.
Up this she ran, and Snap after her. When she had mounted three
or four of the steps, she turned round and gave him such a parting
scratch, as tumbled him off the ladder; while Sturt threw the curry-
comb at her, as she made good her retreat into the hay-loft.
Nor was this all; for, feeling incensed at his dog being beaten,
Sturt followed puss, and at last found her hiding-place, with the five
little kittens. “Oh, oh! marm,” said he, “here are you and your
kittens.” With that, he attempted to drag the kittens out; but puss
flew at him with the greatest violence, and bit and scratched his
hands till they bled profusely.
It was a day or two before the fourth of July, and Sturt had for
some time been preparing squibs and crackers for that well known
day. It occurred to him that the best way to dislodge the old cat
would be to treat her to a squib or two: “for that will bring her out,”
he said to himself, “if anything will.”
Full of this notion he hastened down stairs, and groped his hand
to the bottom of the oat-bin, where he had his combustibles, for fear
of being found; and, procuring a light, he took one of the largest
“double-bangers” he could find, and ascended quietly into the hay-
loft.
He crept cautiously to pussy’s hole, and having lit the end of the
squib, placed the thick part so that it would rush into the hole as
soon as it took fire, and retreated to the corner of the hay-loft to see
the sport.
Presently the squib ignited, and just as he had supposed, darted
into the cat’s hole. But puss never came out, and in a moment the
whole of the hay-loft was on fire!
Sturt hastened to run down the ladder; but in his hurry and
alarm, missed his step, and put his leg through a hole in the floor of
the loft. Before he could extricate himself, the flames were all
blazing around him. He called as loud as he could, but all to no
purpose. He made, however, towards the outside door—at last he
reached it; but he was all of a blaze. He leaped down into the
stable-yard, half roasted, and in the fall broke his leg.
As to puss, after the squib exploded, she endeavored to get off;
but she could not leave her kittens. First she took one up in her
mouth, and then the other; then she tried to take two at once. Oh! if
you had seen this poor cat’s affection for her young, how much
better you would have thought her, than that wicked boy.
At last, however, poor puss darted off with one of her kittens. She
was in a terrible fright, you will believe. She ran up a wooden
waterspout, leading in a slanting direction to an adjoining shed, with
the kitten in her mouth. She then bore it over the gable end of a
house, till she got into a gutter on the other side; along this she
travelled, and again mounted another roof; on the top of this she
walked, still carrying her kitten in her mouth, till at last she came to
a cow-house and hay-stack at the other side of the farm. Into this
hay-stack she leaped, bearing her offspring with her in safety.
Poor puss returned for her other kittens; but alas! when she got
back, nothing was to be seen but a quantity of red and black rafters,
and vast masses of burnt hay. The poor kittens had perished in the
flames.

Cornelia.—A lady of Campagnia in Italy, who was very rich, and

fond of pomp and show, being on a visit to Cornelia, the illustrious
mother of the Gracchi, displayed the diamonds and jewels she
possessed, with some ostentation, and then requested Cornelia to
permit her to see her jewels. This eminent woman dexterously
contrived to turn the conversation to another subject, till her sons
returned from one of the public schools; when she introduced them,
saying, “these are my jewels!”
 A Sliding Party:
a mother ’s story .
It was one of the finest evenings in January; I can remember it
very well. I was then a young girl, and was delighted with such
beautiful evenings as the one I am going to tell you about. The
moon shone bright, the stars glittered like so many gems in the sky;
not a dark cloud was to be seen; there was not a breath of wind, not
so much as to shake the tops of the smallest trees. True it was very
cold, and the snow laid deep on the ground; and though most of the
busy world had retired to their houses, to enjoy a long evening by
their wintry fireside, I was tempted to take a stroll out to admire the
beautiful prospect. I did not remain out long, as it was the practice
of my father to relate stories to amuse us in the evening, while
mother and myself sat at work. When I returned home, I found
them all seated round the blazing fire, ready; and all seemed happy
but my eldest brother John; he was evidently uneasy, and could not
sit still long together, and kept looking about and listening, and often
going to the window.
At last, he told his father that his playmates were going on the
river to slide, and that he should like to go. We all begged him not to
think of going out on the ice, and told him it would be better for him
to stay at home and hear father’s stories; but all to no purpose; he
had made up his mind to go, though he knew how unhappy we
should all be while he was away. He promised to be home at nine,
and said he would not go near the bridge; for there the current was
more rapid, and of course they would not be safe; and his father
cautioned him of the openings in the ice, and that he might be liable
to fall in and get drowned. John heard all that his father said; but
boys love to roam and are fond of adventure; and, I am sorry to say,
that, when they set their hearts on anything, it often happens that
the advice of parents is of no use to them; and so it was in this case.
He had just turned the corner of the house, when he heard the
merry shout and laugh of the party; and he waited till they came up,
and they all went towards the river. They had a mile to walk, but
that was nothing to a set of crazy-headed, self-willed boys; they
soon got there, and were busily engaged in their sport.
It was indeed, very fine sliding; and they staid till the clock struck
nine, when John proposed to go home; but the rest insisted on
staying a little longer, “only a few minutes,” as they said. John had
many unpleasant feelings about stopping after the clock had struck
nine, for he knew that his father would expect him agreeably to his
promise; but he at length yielded to the entreaties of the rest, and
tried not to think of the uneasiness his absence would cause at
home.
From the time John went, we were all unhappy, and kept asking
father if he were not afraid that he would get drowned? So much
were we all concerned about our brother, that it made the tears steal
silently down our father’s face, and he resolved that in future he
would spare us all this anxiety, by using his authority to keep him at
home. After the clock had stuck nine, and John did not return, we
became impatient, especially our little sisters, who ought to have
been in bed long before that time, but they were unwilling to go
until they saw their brother return; and father did not compel them,
for he was the kindest of fathers, and sometimes a little too
indulgent. But when the clock struck ten, the pain of the whole
family was extreme. Father would have gone after him to have seen
if anything had happened, but he was lame with the gout, and could
hardly walk across the room; and we had nobody to send. Oh! what
a wretched half hour we spent!
There lived at the public tavern a man whom they called Sailor
Jem; he had once been a sailor, and he happened to see the party
set off for the river. While he was sitting telling stories and hearing
the news, a man came in to warm his feet, and Jem asked him what
news he had. “A sad accident,” said he, “has just happened at the
bridge; a party of boys were sliding, and one of them is drowned.”
Jem heard no more, but came breathless to my father’s. He found us
already in trouble, but his story made us half distracted. My father
was more composed, and begged of Jem to go directly to the river,
or the road which he saw John take, and see if he could make any
discoveries.
Jem started immediately; he had only got a quarter of a mile,
when he met the boys returning, all safe. So he accompanied John,
and saw him restored to his anxious family. Our joy was great when
we saw him safe, and father did not interrupt it that night, by talking
to my brother about his conduct; but the next morning, at breakfast,
he endeavored to show him wherein he had done wrong. They had
not been to the bridge, it was true, but then he did not come home
at the appointed time.
You will see by this, how much you can do, if you choose, to
make a whole family unhappy, by not taking the advice of those
whose age and experience enable them to judge better for you, than
you can for yourselves. And remember one thing, that promises
should be held sacred. Had he come at nine, as he ought to have
done, he would have saved us an hour and a half of the most
intense suffering; and I hope, if you make a promise, even the most
trifling, that you will keep it.

A Roman Judge.—While Octavius Cæsar was at Samos, after the

famous battle of Actium, which made him master of the then known
world, he held a council, to examine the prisoners who had been of
Anthony’s party. Among the rest, there was brought before him a
man named Metellus, oppressed with age and infirmities, disfigured
by a long beard and a neglected head of hair, but especially by his
clothes, which, through adversity, had become ragged. The son of
this Metellus was one of the judges, and had great difficulty to
recognise his father in the deplorable condition in which he now saw
him. At length, however, recollecting his features, instead of being
ashamed of his unhappy parent, he ran with tears to embrace him.
Then, returning to the tribunal, “Cæsar,” said he, “my father has
been your enemy, and I your officer; he deserves to be punished,
and I to be rewarded. The favor I ask of you, is, that you would save
him on my account, or order me to be put to death with him.” All the
judges were touched with compassion at the affecting scene.
Octavius himself relented, and granted to old Metellus his life and
liberty.

Patrick Henry.—This eminent American left in his will the following

important passage:
I have now disposed of all my property to my family; there is one
thing more I wish I could leave them, and that is, the Christian
religion. If they had that, and I had not given them one shilling, they
would be rich; and if they had not that, and I had given them all the
world, they would be poor.
 The Old Owl.

I.
The owl is a bird that flaps along
With a lonely loud halloo;
He has but one unceasing song,
To whit, to whit, to woo.
In dusky light he takes his flight,
The twilight dim is the time for him,
And when the midnight scowls,—
’Tis then he silently prowls,
And hunts the mice and moles.
II.
A lonely owl once built her nest
In the hole of a hollow tree,
And she with a fine young brood was blest
As ever owl could be.
She loved her young, and as they clung
Beneath her downy wing,
She o’er them oft, on a branch aloft,
 As they reposed below,
Would shout and sing, while the woods would ring,
To whit, to whit, to woo.
III.
A boy came by that hollow tree,
With a fierce and wild halloo;
And this the birds, all startled heard,
And answered, to whit, to woo.
As the old bird shrieked, the young ones squeaked;
“Oh ho!” said the boy,
In a frantic joy,
“An owl is the bird for me,
And here are its young ones three.”
Then with eager look,
He that bird’s-nest took;
While plaintive and slow,
Rose a note of wo
From the owl in its hollow tree,
To whit, to whit, to woo.
IV.
That boy now took his victims home,
And put them in a cage;
And cooped up there,
In their despair,
They bit and scratched in rage;
They caught his fingers once or twice,
And made him scream with pain;
And then he vowed,
In curses loud,
That they should all be slain.
He tied them to a stake, and got
An iron pin, and made it hot,
To burn out their young eyes.
“Ha, ha!” said he, “you’ll not bite me,
You’ll not bite me again:”
Then in the sky
A wing flapped by
That seemed to stop his breath;
’Twas the old owl, with a heavy scowl,
Lamenting her young ones’ death—
To whit, to whit, to woo.
 V.
That boy grew up—became a man,
A cruel man was he,
His heart had grown as hard as stone,
Which none but God could see.
One dreary night,
In the wan moonlight,
Beneath that hollow tree
He vengeful stood, to spill the blood
Of a hated enemy.
With a furious blow, he laid him low,
Then plunged his knife
To take his life,
Deep to its haft,
And wildly laughed,—
“You will not again plague me.”
But yet as he knelt
O’er that foe, he felt
A shudder that quailed all his blood’s full glow;
For oh, he heard,
On the tree that bird,
The same old owl, o’er that murder foul,
Cry, whit, to whit, to woo.
VI.
He fled—the owl’s reproaching cry
Still ringing in his ears;
But ah, ’twas in vain for the wretch to fly,
So loaded with guilt and fears.
He quick was caught,
And to justice brought,
And soon in prison lies.
And oh, while there,
In his deep despair,
In lonely tears and sighs,
He thought of the iron cage!
And he thought of the cruel rage!!
And the red-hot pin, that he once thrust in,
To burn out the young bird’s eyes.
Condemned to die—’twas his destiny
To die on that hollow tree,
And there as he hung,
 And there as he swung
In the night-wind to and fro,
That vengeful bird
Was often heard,
When scarcely a breath the forest stirred,
In screamings high,
All the night to cry,
To whit, to whit, to woo.
To whit, to whit, to woo.

A Fisherman’s Widow.—One of the small islands in Boston Bay was

inhabited by a single poor family. The father was taken suddenly ill,
and there was no physician at hand. The wife, on whom every labor
for the household devolved, was unwearied in her care for her
suffering husband. Every remedy in her power to procure was
administered, but the disease was acute, and he died. Seven young
children mourned around the lifeless corpse. They were the sole
beings upon that desolate spot. Did the mother indulge the grief of
her spirit and sit down in despair? No. She entered upon the arduous
and sacred duties of her station. She felt that there was no hand to
assist her in burying her dead. Providing as far as possible for the
comfort of her little ones, she put her babe into the arms of the
oldest, and charged the two next in age to watch the corpse of their
father. She unmoored her husband’s fishing-boat, which but two
days before he had guided over the seas to obtain food for his
family. She dared not yield to those tender recollections, which
might have unnerved her arm. The nearest island was at the
distance of three miles. Strong winds lashed the waters to foam.
Over the rough billows that wearied and sorrowful woman rowed
and was preserved. She reached the next island and obtained
necessary aid. With such energy did her duty to her desolate babes
inspire her, that the voyage which depended upon her individual
effort, was performed in a shorter time than the returning one, when
the oars were managed by two men who went to assist in the last
offices of the dead.
“Moral deformity seems not in the fiend so horrid as in woman.”
“Holy men, at their death, have good inspirations.”
 The Zebu, or Indian Ox.
The most common of the Indian breeds of the ox kind, is the
zebu, a humped variety, the smallest specimens of which are not
bigger than a full-grown mastiff, while others are found almost as
large as the finest of our English cows. The zebu has been
considered by naturalists as not a distinct species, but only a
degenerate kind of bison, diminished in size by scantiness of food,
which has a decided effect upon the bulk of all horned cattle. We
see that the horse dwindles into a pony in the Shetland Isles, and
why not the ox shrink into a zebu?
The zebu, like the bison, is extremely gentle when tamed, and
very useful to mankind, both as affording food and serving for a
beast of draught or burden. These animals are employed in pairs to
draw a two-wheeled vehicle, called gadee, which holds but one
person, and is used by the wealthy Hindoos. When destined for this
purpose, their horns, when young, are bent so as to grow nearly
upright, inclining backwards a little toward the top. They are often
covered with rich carpets; adorned with rings and chains of gold and
other metal, and their legs and chests painted with various colors.
The women of the lower classes, in India, frequently travel on
bullocks, which they ride astride upon a very large saddle. The
animals have bells hung round their necks, and are guided by means
of a cord passed through the nostrils.

“My dear friend, that woman has been talking about you so
again! She has been telling the awfullest lies you ever heard; why,
she railed away about you for a whole hour!”
“And you heard it all, did you?”
“Yes.”
“Well, after this, just bear in mind that it takes two to make a
slander; one to tell it and one to listen to it.”
 The Bison, or American Buffalo.
As there has lately been an exhibition of a number of bisons
through New England, and as no doubt many of our readers have
seen them, we think it will amuse them, particularly, to learn
something about the manners, habits and nature of these creatures.
We hope, too, that all others who may look into our pages, may find
it agreeable to read a description of such extraordinary animals.
The bison is very different from the European buffalo,—the latter
having very long, spreading horns. The buffalo is also a more fierce
and daring animal. Our bison is as large as the largest ox, and roams
in vast herds over the prairies of the west. Sometimes several
thousand are seen in a flock, and as they proceed, fighting, lowing,
leaping, and tearing the earth with their horns, the noise is terrific.
The earth at such a time seems to tremble as if shaken by an
earthquake. The bison is not now found east of the Mississippi,
though it probably inhabited in former times, the whole country to
the shores of the Atlantic. It bears considerable resemblance to the
German Aurochs. Its horns are short, and it has a prodigious hump
over the shoulders. The head, shoulders, and upper parts are
covered with long, brownish, woolly hair. The tail is tufted with
black.
These animals, while feeding, scatter themselves over the
country, but when moving, they form a dense column, which, once
in motion, is scarcely to be impeded. Their line of march is seldom
interrupted, even by considerable rivers, across which they swim,
without fear or hesitation, in the order in which they traverse the
plains. They constantly wander about, either from being disturbed
by the hunters, or in search of food. They are very fond of the soft
and tender grass, which springs up after a fire has spread over the
prairie. In winter they scrape away the snow, to reach the grass.
They are timid and fly from man, but when wounded, they become
desperate and dangerous. The Indians make incessant war upon
them for their flesh and skins. Their favorite method of attack, is to
ride up to the fattest of the herd on horseback, and shoot them.
Sometimes they drive them over precipices, by which they are killed.
They also take them in enclosures made of sticks, about a hundred
yards in diameter. The herds are attended by packs of wolves, ready
to fall upon the sick and wounded. Travellers describe the noise
made by the bellowing, the trampling, and galloping of a large herd
of bisons, as impressing the mind with an emotion amounting to
terror. The bison was the only native animal of the ox kind found by
the first settlers in America.

Anecdote.—In a town of western Virginia, a few years ago, an old

lady from the country went to a store to procure a few articles. She
purchased several of the clerk, and at length, observing a neatly
painted and varnished bellows hanging by the post, she inquired
what it was. The clerk, perceiving that the old lady was rather
ignorant, and being something of a wag, informed her that it was a
new-fashioned fan, which he had lately received from the east; at
the same time taking the bellows down and puffing with it in his
face, told her that was the mode of operation. The old woman
repeated the operation on herself, and was so delighted with the
new fan, that she purchased it forthwith and departed.
On the next day, the minister had an appointment to preach at a
neighboring school-house in the country. The congregation being
assembled, while the minister was in the act of reading the first
hymn, who should pop in but the old lady with her new-fashioned
fan, and having taken her seat, immediately commenced puffing
away in good earnest! The congregation knew not what to make of
it—some smiled, and some looked astonished; but the ludicrous
prevailed over everything else, and to such an extent, that the
minister himself was obliged to stop reading, and hand the book to
his brother in the desk. After the usual preliminary services, he rose
to preach, but there sat the lady with the bellows, and a hand hold
of each handle, the nose turned up towards her face, and with much
self-complacency puffing the gentle breeze in her face. What to do,
or how to proceed, he knew not, for he could not cast his eyes over
the congregation without meeting with the old lady. At length,
summoning resolution, and trying to feel the solemnity of the duty
imposed on him, he proceeded. He finished his discourse, but it cost
him more effort than any sermon before or since.—Mt. Vernon
Watchman.

A Pious Mother.—It is said, that, in the hand of one of the

mummies found in a pyramid, was discovered a bulbous root, which
being placed in the earth, grew and bloomed a beautiful but
unknown flower, after having been buried for many hundred years.
So may the good seed of God spring up after many years. We
mention a case in point. Some years since, a venerable old man,
upwards of one hundred years old, was the subject of converting
grace in an American state. The cause of his conversion was hearing
a text of Scripture, which his pious mother had taught him in
England, one hundred years before!

“Though seed lie buried long in dust;

It shan’t deceive our hope;
The precious grain shall ne’er be lost,
For grace insures the crop.”
 The Medallion.
The subscribers to the Medallion, edited by Uncle Christopher,
have already been informed that that paper is discontinued; and it is
requested that those who have heretofore given it their support, will
now lend their aid to Merry’s Museum. In token of his good will,
Uncle Christopher has lent us his countenance, as you see above,
and we venture to guess that in the April number, we shall be able
to offer one of his pleasing stories.
We have a variety of new tales on hand, some of which are
interesting; we shall begin one or two of them in our next.
 Good and Evil.
An aged man along the road
Pursued his weary way—
His back was bent beneath a load,
His thin long locks were gray.

The aged man with tottering tread

And many a sigh did go,
And misery seemed to bow his head
And mark his brow with wo.

Yet on his lip there lurked a sneer,

As sorrow, like a spell,
On every traveller he came near,
With clouds and darkness fell.

Still on he sped with restless bound,

As if a fire within
Burned at his heart, which only found
Relief in deeds of sin.

“What is thy name?” a traveller cried—

As he the old man met.
“’Tis Trouble”—thus the seer replied—
“Canst thou my form forget?

“No pilgrim on life’s rugged road

Can fail to feel my wrath;
On every back I lay a load—
Strew thorns in every path.

“Time’s tooth, that crumbles all beside,

These ghastly limbs defy;
No shelter from my form can hide—
No wing my sceptre fly!

“Yet seest thou yonder gentle maid,

That follows with her wiles?
She dares my kingdom to invade,
And turns my tears to smiles.”
While yet the hoary tyrant spoke,
The angel maiden came—
A light around her footsteps broke,
For Comfort was her name.

With anxious look the wizard sped,

And darkness marked his way—
But on his track the maiden fled,
And turned the night to day.

The load that bowed each pilgrim back,

She lightened with her wand,
And if Earth’s sky was hung with black,
She showed a Heaven beyond.
 LITTLE LEAVES
FOR
L I T T L E R E A D E R S.

Under this title, we propose hereafter to devote a portion of each

number of our Magazine to the special benefit of our very young
friends—the A b c darians—those who have just begun to read. We
intend, in fact, to make a little magazine on purpose for them.
And now, at the very outset, we wish to make a bargain in behalf
of our littlest friends; those who have just learned to spell crucifix,
amplification, &c. It is as follows: