Saturday, February 2, 2013

What the Customer Always Wants

They didn't want it good, they wanted it Wednesday. Robert Heinlein

The following is a rather popular cartoon.

On first read, I think anyone whose been involved in the development of a new product would chuckle with a sense of familiarity.

But the last frame is wrong.

The reality is that customers want a product which will make them money (or have a lot of fun, or eat a great meal, or whatever)......for free (or better yet, get money)......It's not enough to ask customers what they want, because that will always be what they want.

To develop and sell a new product, ask how you will make money in a way that engineering can design, that manufacturing can make, that marketing can distribute, that meets regulatory requirements AND that provides the customer improved value. And expect a few hundred iterations until you get it right.

It's not easy, but it is the only way it could BE different.

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