Bryan Cassady Guest Professor, Bryan@fast-bridge.com
KU Leuven Master Class
Building Ideas that stick
and people never for...
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Bryan Cassady Guest Professor, Bryan@fast-bridge.com
About this course
It is a sad fact that most new businesses, products...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Much of what I teach in my courses I cover in our new Scale up Weeken...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
KU Leuven Master Class: New Product Marketing
1/11 Course Introductio...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
About this course
It is a sad fact that most new businesses, products...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Dave’s story
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Dave’s story… it is fun to read…
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
What do you remember from this ad ?
A car, waves…
But I’l bet not the brand or benefits
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
"A medium-sized 'butter' popcorn at a
typical neighborhood movie thea...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Talk to someone tonight…
 The kidney heist
 The story
 The details...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
A lie can get halfway around the
world before the truth can even get
...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
To
develop
sticky
ideas,
make
your
message:
1
2
3
4
5
6
S imple
U nexpected
C oncrete
C redible
E motional
S tory Based
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
1
2
3
4
5
6
10 minutes
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
http://www.fast-bridge.net/resources/new-product-marketing/
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
http://www.fast-bridge.net/resources/new-product-marketing/http://www.fast-bridge.net/resources/new-product-marketing/
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
It is always easier to explain after the fact
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
16 reasons products fail (Nielsen) Lecture Number
1
A less-than-optim...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
A group presentation 20-30 min
Lecture 80-90 min
Then a discussion 60...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Date Lecture Who Assignment Student Presentation
Present
Group
Readin...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
“Success is a question of how to marshal your
resources. Be really gr...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady
Email: bryan@leuvenresearch.com
Why did you take this c...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
KU Leuven Master Class: New Product Marketing
2/11 What is a new prod...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
About this course
It is a sad fact that most new businesses, products...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
S imple
Unexpected
C oncrete
C redible
E motional
S tory Based
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
A less-than-optimal "configuration" of product or
service attributes ...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
A less-than-optimal "configuration" of product or
service attributes ...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Marketing is the management process that identifies,
anticipates and ...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Sometimes you gotta shoot the puppy
before he grows up
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
“There will always be need for
some selling. But the aim of marketing...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Expected
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Core Benefit
Generic Product
Expected Product
Augmented Product
Poten...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
What makes what you’re selling
Different and desirable
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
 Business analysis
 Evaluation of ideas
 Making things happen
3 fu...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Product
Manager
Customer
Service
R & D
Logistics
Advertising
Top
Mana...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
“Product management is one of the most common training
grounds for se...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
You have to keep pulling
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
High
Low High
New
product
lines
20%
Improvements
to existing
products...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Apple operating system vs. Windows
This South African Shiraz received...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
“people look at what interests them and
sometimes it’s your ad.”
Howa...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
1965 1974 1981 1986 1990 1997
34%
24%
13% 12%
8%
?
Percent of adult v...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
‘‘More than nine out of ten consumable products launched in
the last ...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Idea Generation
Screening
Concept Development
& Testing
Marketing Str...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Ideas, screening
Concept, analysis
Prod.
devel
Test
mktg
commercializ...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
“I think there’s a world market for about five computers.”
(President...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
“I think there’s a world market for about five computers.”
(President...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
today’s
business
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Study
Test
Do
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Solution
Do more
But in my opinion, almost certainly wrong
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Ready, Aim,Fire
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Concept Development
Implementation
Project Start Concept Freeze Marke...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Post-It-Notes: the super glue
that wouldn’t stick
Levi jeans: the fai...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Ready, Fire, Aim
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Failure = Normal = Good.
(“Reward excellent failure. Punish mediocre ...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Concept Development
Implementation
Project Start Concept Freeze Marke...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Fire, Fire, Fire
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
"Life is what happens
while you’re busy making plans"
--John Lennon
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Exultation
Disenchantment
Confusion
Search for the guilty
Punishment ...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
“Remember Perspective is everything.”
Two shoe salesmen... find thems...
Plus organization in groups
business ideas
Which puppy(ies)
worth saving ?
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Group
Number
Pets.com Kosmo Despair.com Etoys.com Petrock.com Flooz W...
Pets.com
Pet supplies via the
internet
Save big, save time
Stay at home
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Kosmo.com
Instant delivery of
products purchased via
the internet in big cities.
Order a wide variety of
products, from mo...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Despair.com
We hate all the senseless, wasted time on employee motiva...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Continuous effort is the key to unlocking your potential
Winston Chur...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Etoys.com
The new place to buy
toys. Find you want on
the internet
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Petrock.com
Pets take a lot of time and
energy. Your kids can
have almost as much fun
with a pet rock.
We even include a c...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Webvan.com
Buying groceries should
be easier. With web van
you can ge...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Group
Number
Pets.com Kosmo Despair.com Etoys.com Petrock.com Flooz W...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Where do big ideas come from ?
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Distinguishing Characteristic:
Selecting between given means to achie...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
E2
E3
E . . .
En
M1
M2
M3
M4
M5
Given Means
Imagined
Ends
E1
Distingu...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
 Who is coming
 What will they like
 Plan a menu
 Go Shopping
 M...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
?
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Leverage contigencies
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Who I am
What I know
Whom I Know
What can I do?
Interact with
others
...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Causal
Logic
(predict)
Visionary
Logic
(predict)
Adaptive
Logic
(reac...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
The quickest easiest way to get
started selling a product…
Objective:...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
“Concepts are ideas that you think will resonate and mean something
t...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
or
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Reciprocity
 On is more willing to comply with a request for partici...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
What you need to deliver Group
Core Concept + Loans: Home or personal...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Accepted beliefs
Consumers are getting more and more frustrated with ...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
KU Leuven Master Class: New Product Marketing
3/11 Rethinking Market ...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
About this course
It is a sad fact that most new businesses, products...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
A less-than-optimal "configuration" of product or
service attributes ...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
1000
40
1000
30
1000
20
1000
10
5,000
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Paradigms = models, patterns the basic way of
perceiving, thinking va...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Hot summers
Warm winters
Evidence of
global warming
Cold summers
Cold...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
I will see it when I believe it
vs.
I will believe it when I see it
T...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
 We often do research to check our
brilliant ideas
 SUGGING (Sellin...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
“The formulation of the problem is often more essential
than its solu...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Research that Produces Customer Insights
Based on a lecture by M. Saw...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
A good product manager
 Builds, Shares, and uses insights
Chris Star...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Example
“The consumer isn’t a moron. She is your wife.”
David Ogilvy
...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
today’s
business
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Offering
(WHAT)
Process
(HOW)
Presence
(WHERE)
Customers
(WHO)
1
4 2
...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Offering
(WHAT)
Process
(HOW)
Presence
(WHERE)
Customers
(WHO)
Networ...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Offering
(WHAT)
Process
(HOW)
Presence
(WHERE)
Customers
(WHO)
Networ...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Offering
(WHAT)
Process
(HOW)
Presence
(WHERE)
Customers
(WHO)
Networ...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Using observation to formulate an
idea or theory. “Qualitative” or
“I...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Qualitative Research Quantitative Research
Also Known As interpretati...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
New understanding that is actionable
and competitively unique
Interpr...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Of most value because offers new
ways of looking at markets that lead...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Inductive, Qualitative,
Exploratory Research
that Produces Insights
D...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
New Products
focus…
Proactive,
Episodic
Reactive,
Routine
Validation
...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Customer
insights
Ideas from
Innovative
Customers and
Partners
Patter...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Top Management
Product
Development
Legal and
corporative
affairs
Corp...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Worst practices Best practices
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Source : McKinsey
Finance &
Accounting
Marketing
Information
Service
...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
How do you think the insight was developed ?
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
His conclusion… the idiots errors
cancelled each other out
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
“Bringing new members into the organization, even if they’re
less exp...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Alpha Group
138
132 135
139
135
137
Diverse Group
121 84 111
75 135 31
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
“Most of the time” the diverse group outperforms the
group of the bes...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Alpha Group
ABD
ADE BCD
ABC
BCD
ACD
Diverse Group
AHK FD AEG
EZ BCD IL
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
collective intelligence increases as the “herd mentality”
decreases a...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Decentralization means everyone in the crowd will try their own
appro...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Mon Tue Wed
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Mon Tue Wed
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Mon Tue Wed
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Brad: (8-8)2
+(10-12)2
+(10-9)2
= 5
Matt: (10-8)2
+(12-12)2
+(8-9)2
=...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
(Brad-Crowd)2
= 1 + 1 + 1 = 3
(Matt-Crowd)2
= 1 + 1 + 1 = 3
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Implication: Diversity can trump skill
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
“If a group satisfies those conditions [diversity, independence,
dece...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Armstrong’s seer-sucker theory…
no matter how much evidence exists th...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Why do we believe in seers…
because we get fooled by randomness…
beca...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Why not just hire an expert…
Because, groups usually do better than e...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Conclusions
Cheap crowds ≈ Expensive research
Greater descrimination between ideas
New Product
Concept
Monadic Test
With m...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
“The best collective decisions are the product of
disagreement and co...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
KU Leuven Master Class: New Product Marketing
4/11 Pricing for value ...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
About this course
It is a sad fact that most new businesses, products...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
A less-than-optimal "configuration" of product or
service attributes ...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Unfortunately, they lost a few dollars on
every customer they served.
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Source: Compustat; Mckinsey analysis
100.0
19.2
68.3
12.5
101.1 13.5
...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
2.3
3.3
7.8
11.1%
Fixed cost
Volume
Variable cost
Price
…Create Opera...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
And most importantly something you think about,
not (and I repeat) no...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Illustrating Price Relationship
Price Vol. Rev. Cost Profit
(£) Unit ...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
-15
-10
-5
0
5
10
15
20
25
1 2 3 4 5 6 7 8 9 10
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
High
Value
Super
Value
Mild
Value
Economy
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
The right price is not objective, but value based
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
How much a rational consumer would be willing to pay
for your product...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
$120 $108
$480
$432
$100
$108
Price
Labour Costs
Servicing/Diesel
$70...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
The problem: result = ball dependent
Consumers didn’t use the ball
Wo...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
High Price Low Price
Price 31 18
Client 60 100
Cost/ Unit 14 10
Net/ ...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Our chef's thinking
High Price Low Price Likely Best Case
Price 31 18...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Before you start…
Do you have a product someone wants ?
If not, don’t waste your time
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Facts
The new airplane will be competing against
Cessna’s flagship C1...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Facts
Your plane will have a faster cruising speed, a
longer cruising...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Facts
People who purchase your airplanes are able
to claim a $25,000 ...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Facts
To cover increased operational costs, airports
have recently ra...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Facts
There have recently been some very positive
news articles run i...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
$5 $6 $7 $8 $9 $10 $11 $12 $13 $14 $15
Potential Price Points
Too Che...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
$5 $6 $7 $8 $9 $10 $11 $12 $13 $14 $15
Potential Price Points
40%
20%...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Brand A Brand B Brand C
I would not
buy any of
these.
Brand A Picture...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Note: Disguised example. Attributes and measures have been altered.
S...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Price
+20%
+15%
+10%
+5%
Current
-5%
-10%
Share of Demand
Elasticity:...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Consumer surplus
Ride 1 at $ 0 price
Price willing to
Pay per ride
De...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Strategic Options
Lever Segment Attribute Importance
Price
Discount
S...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Be Found offers several flexible pricing solutions which are all base...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
“One fallacy is the belief that the
consumer acts ‘logically’ in his ...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Source: Dickson & Sawyer (1990)
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
$ 9.95 Shipping and handling = their profit
Question: Why does it work
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
i
iii
ii
iv
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
I offered to pay €0
They then processed my order
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Note
Best Selling album in 2008
4 million copies
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
KU Leuven Master Class: New Product Marketing
5/11 Forecasting & Busi...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
About this course
It is a sad fact that most new businesses, products...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
A less-than-optimal "configuration" of product or
service attributes ...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
0
1
2
3
4
5
6
7
8
9
10
utilities mortgage credit cards internet pension savings telephone personal
loans
insurance
Lowest ...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
0
1
2
3
4
5
6
7
8
9
10
utilities mortgage credit cards internet pensi...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Group 2 3 4 5 6 8 9 Total
Utilities 55 69 77 106 42 76 49 72
Credit c...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Group 2 3 4 5 6 8 9 Total
Utilities 55 69 77 106 42 76 49 72
Credit c...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
* Not accurate, but for description
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Number of hits on website 1.4
Number of books sold in the U.S. 1.5
Te...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Exponent Share of the top 1% Share of the top 20%
1 99.99% 99.99%
1.1...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Investment Investment Return ROI Cum invest Cum return Cum ROI
1 100 ...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
0%
500%
1000%
1500%
2000%
2500%
0%
500%
1000%
1500%
2000%
2500%
1 2 3...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Output Output Output
20.0% 80.0%
*20%
36.0% 64.0%
*20%
48.8% 51.2%
20...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
For each of the following ten items, provide a low and high guess suc...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
PERCENTAGE OF MISSES
Type of People Tested Type of Question Asked Ide...
(Source: Gary Larson, The Farside Gallery Chronicle Publishing Co.,1980)
“What do you mean ‘Your guess is as good as mine’...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
2 out of 10 real differences, the rest statistically significant
Yes
Yes
Source: New products what separates winners from ...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
40
60
50
30
20
10
0
True accuracy
Part 1
Estimated accuracy
Amount of case study read by subjects
Part 2 Part4Part 3
Perce...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Items of information available to handicappers
405 2010
40%
20%
10%
3...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Actualprobability
Predicted probability (confidence)
Medical Diagnose...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
 The British were sinking many
German subs.
 The assumptions:
 Cod...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Be humble1
2
3 Look at the big picture
4
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
For a good introduction see
The Fifth Discipline, Peter Senge
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Turn knob Measure Change
Filling a glass of water
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Soviet Arms
Threat to
Americans
Need to Build
US Arms
US Arms
Threat ...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Number of
visits
Experience
Partner sites
Number of leads
Client conv...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Number of
visits
Experience
Partner sites
Number of leads
Client conv...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
1
2
3
4
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Issues
Can we increase
profitability with a new
production process?
S...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Events
Patterns
Structures
**Mckinscy&Company
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
1
2
3
4
Look at the big picture
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Key word_
English UK num
Key_Word_
NL BE num NL num
loan 7.87 4,090,0...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Key word_
English UK num
Key_Word_
NL BE num NL num
loan 7.87 4,090,0...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Secondary source
Data
Calculation Result
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Belgium
Mortage New House
Households 4,000,000.00
% Move/ year 0.08
T...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Registered Minivans
Dodge Caravans 120,000
Ford Windstars 20,000
Toyo...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Costs of production
Number Fixed Costs First 50 K After 50 K Total Co...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
1
2
3
4
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
At companies like P&G, brand managers are trained
hard to stay in tou...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
KU Leuven Master Class: New Product Marketing
6/11 The real role of m...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
About this course
It is a sad fact that most new businesses, products...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
A less-than-optimal "configuration" of product or
service attributes ...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
- Startup firm
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Convert the value proposition into
a market offering
Inbound
Product ...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
“Outbound/Tactical”
 Outbound-heavy role
 Understanding of product
...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Market requirements
Positioning framework
Product launches
List prici...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Product Manager Influence
(1-None, 10- Complete)
Defining Product Spe...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Product
Development
Product
Conception
Product
Launch
Product
Sustain...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Yes No
Product Revenues 62.2% 37.8%
Product Profitability 61.5% 38.5%...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Business
Knowledge
Business
Knowledge
Business
Knowledge
Business
Kno...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Importance (10 point scale)
Customer knowledge 8.81
Product knowledge...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
+/- 20% 20-30%
+/- 20% +/- 40%
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Important !
What you know don’t know might be less important
than wha...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Important: remember we tend to over-estimate our capabilities I
would...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Group
Group
Prediction
Score
Group Size Worse Percentile
Number
Corre...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Statement of Purpose
An introductory sentence that concisely and succ...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
(not looking for an answer but how to find the answer)
Is there a mar...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Note; if you want to make this east, think about how an advertisement...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Facts
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Next assignment due
before the next class not Monday
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Due Date Assignment
Presentation
Group
Grading
Group
10/10/2007 What ...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Assignment due November 5 (this is Monday November 5)
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Keys to evaluating advertising
And some fun to end the class
7
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Where is John
The beef West Drugs
[ ] Win [ ] Win [ ] Win
[ ] lose [ ...
New product Management: Increasing your odds of success
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New product Management: Increasing your odds of success
New product Management: Increasing your odds of success
New product Management: Increasing your odds of success
New product Management: Increasing your odds of success
New product Management: Increasing your odds of success
New product Management: Increasing your odds of success
New product Management: Increasing your odds of success
New product Management: Increasing your odds of success
New product Management: Increasing your odds of success
New product Management: Increasing your odds of success
New product Management: Increasing your odds of success
New product Management: Increasing your odds of success
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New product Management: Increasing your odds of success
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