New Product Ideas that Stick
What’s Usually Missing
Almost always when I speak with new product developers, they’ve done the thinking about what it is they’re trying to make. Most folks who are serious about bringing a product to market know that it has to be researched and “thought through thoroughly.”
They usually know:
- who has a similar offering
- how their offering is different
- what is a competitive price or package
These concerns are all of the head.
The product developers might even have a fairly detailed description of who will buy and use the product or maybe not. . . .
Folks making new product are less likely to be able to articulate.
- why the new customer will fall in love with the new product
- how that product will fit in that customer’s life
- What the customer might have to do or give up to incorporate the new product into his or her life.
I can truly admire the elegance of a product that I will never buy or use.
Those last three points are what makes the difference in whether I do.
Liz Strauss
Liz, this new blog of yours should really make it on the Web. You are an amazing professional and your clients should know that better than anyone else. We come here, read, learn and try to follow. A bold attempt, but nevertheless an effort that will go unnoticed without your skilled guidance.
Comment by Mig — December 11, 2007 @ 8:01 pm
Thanks Liz.
I think most product development errors arise from over-thinking. When committees try to make product decisions, the product usually ends up being… well… bland.
There is a lot of hoopla about the wisdom of crowds. But crowds kill creativity. Creativity arises most effectively from a lone genius.
Comment by Ankesh Kothari — December 12, 2007 @ 6:20 am
Hi Mig!
Thanks for the support! This is a favorite place for me to write what’s closest to my heart and my head. I think about what made me successful here. I love to build things that make folks go “Wow!”
You’re a special one to leave such a lovely comment.
Comment by Liz Strauss — December 12, 2007 @ 1:41 pm
I agree, Ankesh,
Groups often manage by minimizing risk and saying, “no.”
Too many approval stages does make for what I think of as “sit-com” product development. (sit-com = situational comedy the bland TV fare of Amercian network television.)
Comment by Liz Strauss — December 12, 2007 @ 1:43 pm