Back when I wrote a series of posts about how things happen faster (e.g. delivery of information, adoption of technology) and the need for immediacy – the idea of binge TV watching was a nascent idea (some of us had binge-watched Sopranos on DVD). Continue Reading →
I think every new product that is launched is a learning moment. And with mobile being such a great focus of many businesses (and disrupting many others), I want to take this moment to focus on one of my biggest tenets Continue Reading →
I’m going to start with the big gun – because Clayton Christensen says so! Okay, that is not exactly right but if you believe he’s right about segmenting customers by “jobs-to-be-done” – it means you need to know who those customers are who will “hire” your product. The bottom line is to be successful at launching new products you need to know the problem you are solving and FOR WHO!
Here are 5 reasons why you need to know who the target market is:
1) Determine how big the market is (read: revenue potential)
2) Find customers to talk to and test with (to get the experience right, understand their expectations)
3) Your tech build (what’s first: web, mobile, tablet, smartphone)
4) How you will market to/reach them (where are they, what interests them)
5) Content has to align with needs/expectations (once you know what they expect you can make better decisions about what you are providing)
Photo credit: timeontaskva.com
Just yesterday I posted about colossal product failures and (my bad) forgot to mention a major one in the making: Microsoft’s Surface. Microsoft has just written-down $900 million in unsold inventory of the Surface RT.
I first read about the impending doom via The New York Times, who on July 19, 2013, pointed out that Microsoft Continue Reading →
It kills me when I hear about a product that has failed upon or shortly after launch. Unfortunately, this is not a rare occurrence! A common figure is Continue Reading →
As I mentioned in the prior post, companies can be too insular in their approach to building products. Way too often product failure can be traced back to not really understanding the customer and their needs early in the definition stage.
So to help shorten the learning curve – here are a couple of insights about customers that every team should be thinking about as they flesh out a product idea: Continue Reading →
One of the biggest reasons for product failure is that too many companies come up with an idea of a product and, assuming they know what is best, immediately start to build it … usually from inside a conference room. Continue Reading →
Last week I had the opportunity to be the guest for a webinar about New Product Strategies hosted by Patty Azzarello Continue Reading →
If you’ve read through my report on The New Product Economy, you know my first tenet is that companies need to be more paranoid. But being paranoid isn’t enough if it is just about fear without action. Continue Reading →