Product Development in the Marketplace

When you take the germinal product into a protected test market, observe the way it is used by customer. Try different version of it, if possible. For example, a manufacturer of metal furniture is carrying out hands-on experiments with customers in different retail formats whilst developing wooden furniture that customers can accept as easily as the furniture made by the local carpenter

Once a new product idea germinates, it needs time and space to grow and develop that idea. The immediate reaction is to remove all elements that make the product new and different. Most groups will rush to protect familiar aspects of the product. If it is wild idea, there will be a concerted rush to domesticate it and retain its age old and familiar attributes. Fiercely protect the wildness of the idea by enclosing it in a sanctuary. Allow it to roam free in the sanctuary for a few days. Don’t touch it. Remember if everyone loves an idea, it is probably 200 years old.

Insist that unfamiliar, strange, unusual elements are developed. Use tools like springboards, turn it upside down. Support the Champion, tone down the attackers. Work on taking it to market fast on a small investment with the possibility of a profit. Don’t try to create the perfect product in the lab.

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