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Strategic Product Planning
Establish the basis for market leadership and competitive differentiation by adopting a customer-centric view in your product planning.
People evaluate the attractiveness of a product using a subjective method called “perceived value.” And that means a product offering can have higher performance or more features than all others, yet still fail in the marketplace. Perhaps you’ve heard the phrase “the best product rarely wins.”
As products or innovations move through the innovation-adoption lifecycle, intangible attributes assume more importance. Often, pioneering new products lose their initial prominence because a new entrant is more successful in delivering a product that is based on a more effective mix of intangible attributes. This can be the case even if the second product is not technically superior.
These intangible attributes must be part of your product planning !! Surround the tangible, core technology of your offering with intangibles in order for people to actually accept and adopt it.
And that is what your customers are actually buying!! An offering that includes:
- the elements of end-user understanding, familiarity and the avoidance of change
- demonstrated credibility of the supplier, who has the characteristics of an ideal partner
- support from a well-established ecosystem or infrastructure that is completely independent.
You’ll learn how to:
- Reinvent your product offering to lower the perception of risk
- Use strategic product planning to become a better fit for the needs of individuals and groups
- Meet the safety needs of each adopter group in the adoption sequence
Free resources
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Low Risk Recipe eBook
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