All too often, product people fall in love with their own products during the new product development phase. Then they blame the sales force after launch for not being able to follow through. "Well, it's obvious that we have the best product out there! Look at this/that! See how fancy this is? We use gold plated switches!"
A feature is not necessary a benefit to a customer!
The three most important questions for a product or service are:
Why Should They Care? "So What"?
What Makes You So Special?
Frank Lio is a Product Manager, Strategist, and Change Agent in the Hi-Tech industry. His growing track record of successes include creating 3 winning software products, leading nationwide seminars, and turning around a failing business unit. He is currently serving a dual role as Product Manager and Business Team Support Manager at Instron ITW.
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