Why do 70 - 90% of new products fail in the market?*
Why do 90% of Corporate Virtual Worlds fail within 18 months?**
Why do Apple’s innovations be so successful without doing market research?***
Why do we develop such great products and ‘nobody’ knows about it?
* 25 year Research by U.S. Department of Commerce 1998, see “Principles of Marketing” by Philip Kotler,Gary Armstrong,Veronica Wong,John Saunders, 2006, see “Marketing” by William M. Pride,O. C. Ferrell,2008
** Gartner Research,2008, see http://www.gartner.com/it/page.jsp?id=670507
*** See various interviews with Steve Jobs and Jonathan Ive (Senior Vice President, Industrial Design at Apple) in 2008, e.g. http://money.cnn.com/galleries/2008/fortune/0803/gallery.jobsqna.fortune/3.html
Know your Buyer
“It’s not about
what we develop
or how we sell
Development it’s all about Market
Know your Economical Buyer
“Do you think,
it’s not the
pays your bills?
Development It’s the guy with Market
Know your Technical Buyer
“Being the most
in the purchase,
not only prove to
Development meet the reqs Market
and specs but
also how your
product helps to
Know your User Buyer
“How can you
help an User to
achieve the goal,
if you don’t know
Development it. Model your Market
user to know
goals, pains and
It’s the ﬁrst step
Development MIND THE GAP! Market
What’s the big step?
“Success is a journey, not a destination”
Empower your product management
Being buried in tactical activities, product management is always in the middle of several departments. Clear responsibilities and a
good management of tactical as well as strategic tasks are key to product success.
Effective go to market
A new release is an event and big events need intense preparation. From requirement to the launch, create tension for all
stakeholders and involve the right people at the right time.
Product messaging that resonate
Do good and spread the word. Most complaint is that nobody knows about our great features. Features are great, but beneﬁts
will lead to sales. Develop your unique positioning, knowledge about your target buyers and communication tools.
Developers want to be part of the game, Sales needs very speciﬁc information and customer, prospects as well as partner are
very hungry for information. Leverage new ways of communication and collaboration.
Markus von Aschoff, Associate
ifridge & Company