Every entrepreneur and technical leader wants to build the next blockbuster product and wildly successful company. Despite the desire and vision, success is not easy to find. Studies have shown that only 60 percent of new products introduced[1] and 25 percent of capital-backed ventures[2] achieve success. How do we improve our odds of success? The […]
Delivering Value & New Products: Where to Start?
Developing and delivering new products should be an easy task. Design and rapid prototyping tools allow us to quickly model and test new designs, and more information than ever is available on consumer trends and buying habits. Despite having all of this technology and information available to us, the literature shows that some 40 percent of new […]
Find Value in the Forest, Not the Trees
Developing and delivering successful products and services is a monumental task requiring precise planning and execution plus an element of good fortune. Product managers and designers often focus on packing the new product full of the latest, best, and most desirable features only to have the product fall short of expectations in the marketplace. Market […]
A Winning Go-to-Market Strategy: How to Launch Strong in Today’s Dynamic Marketplace
Executing a strong go-to-market strategy that reduces cost and risk is essential for a company that wants to achieve a successful product launch. Key elements include aligning with customer needs, defining the right market segments and refining value propositions. Consider the president of Company A, a start-up medical device company that is ready to launch […]
Unveiling Real User Needs Through Conjoint Analysis
Conjoint analysis is a powerful, multivariate, statistical market research strategy designed to gain a deeper understanding and prioritization of customer trade-offs. There are multiple ways a conjoint analysis can be administered, but the most traditional way is to use a customer survey in the form of a focus group or a live, web or phone […]