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For organizations desiring to hit the mark with new products, the Defining Products That Sell Workshop builds a disciplined, repeatable foundation for product definition.

Of all the causes of product flops, lack of customer understanding leads the list.

In most companies however there are numerous obstacles to defining winning products. Product developers are often isolated from customers…. rarely visiting a customer environment. Development teams don’t understand the economic and implementation factors driving product buying and repurchase decisions. Effective forums for organized, rich, "customer immersion" discussions are rare.

How can you build a disciplined method for selecting target customers, defining clear product positions, identifying customer needs and translating those needs into differentiated products?

A methodology which: 

  • Hits the mark with customers.
  • Defines whole products attractive to mainstream users.
  • Provides clear requirements to developers
  • Can be clearly and effectively positioned by marketing
  • Welcomes the voice of the customer into the heart of your innovation process. 

This workshop provides the structure for a consistent methodology for the front end of product development. It can be used as a foundation for establishing a disciplined approach to product definition or it can be used by product teams to receive coaching to apply the product definition framework to a specific new product.

Key Learning Points

  • Importance of product definition on product success and innovation. Impact of product definition on product development cycle.
  • Positioning Statements and Value Propositions 
  • Getting beyond the squeaky wheel
  • Identifying Customer types – end users, influencers, economic buyers; lead users, Competitor’s customers
  • The Target User Profile; the User Persona and Usage Context, User Scenarios
  • What makes a good product requirement
  • Learning to define goals – not features
  • Interviewing and exploration techniques
  • Uncovering hidden needs; finding and implementing delightful features
  • Extracting Product Requirements -- structured, data driven requirements deployment 
  • Affinity Diagrams and other grouping methods
  • Measuring fulfillment of the need
  • Understanding the competition
  • Processing and Prioritizing Customer Product Requirements
  • Kano: Delighters, satisfiers, dissatisfiers
  • Concept Selection Models
  • Product Definition Toolbox - QFD, Pugh, Customer Visits
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