We have spoken to many senior leaders who are frustrated with their product development processes and who believe that despite their best efforts, most products move forward because of “gut feel” rather than a detailed and consistent market assessment. Developing solid rationale and requiring a business case that includes an appropriate market assessment should be a requirement for advancing a new product or service concept to market. The business case, and its market assessment section, …Read More

It doesn’t matter what size your company is or what industry you are in. Every company is challenged with delivering a Known Good Product or Service  Let’s face it, companies are only about offering products and services. When working with clients, I often ask their definition of a Known Good Product and am usually surprised by their inability to give me a good answer. They often say that it is a function of cost or quality or customer satisfaction or profitability, but I typically never hear them say …Read More

I was recently working with a division of a $1B company who was having problems with the introduction of a highly engineered product in a foreign country. They were struggling with manufacturing a complex component in a new product that was introducing a disruptive technology.

They recognized that this new product introduction was complex and that successfully introducing this product was the basis for their Market Effectiveness. They knew that that new product introduction programs typically generate their highest sales and profit margins in the fist 12 months after implementation. Disruptive product programs that are poorly implemented …Read More

The concept of “system selling” has been tossed around so much over the years that it has lost some meaning. However, the wisdom of offering products and services that don’t stand alone, but which intimately fit into a greater system for the end user or client, continues to be sound and exploitable by marketers. It is a necessary element in product management and the Product Lifecycle Revenue Model. Why? …Read More