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There is no doubt that the pace of business has
accelerated--products go from concept to release faster than ever,
business partnerships and alliances are established (and dissolved)
more quickly, competitors react more swiftly to any tilt in the
playing field. Whether your business is microprocessors or airplane
manufacturing, it will live or die by the degree to which you can
anticipate demand for your products and services. In Getting It
Right the First Time, John Katsaros and Peter Christy argue that
the most successful businesses will be those that accurately
predict market conditions--especially the market changes that will
occur within the crucial 18-to-36-month innovation window. Or, to
paraphrase hockey superstar Wayne Gretzky: "skate to where the puck
is going to be, not to where it is." Showcasing dozens of colorful
examples of lucrative successes and missed opportunities (from
high-tech to financial services to medical devices), the authors
present a detailed plan for how you and your company can learn to:
identify your top customers in advance of entering the market,
successfully position your company and its products to those
customers, and catch emerging trends before your competitors do.
Eschewing traditional market research techniques--such as focus
groups, polls, and surveys-- Katsaros and Christy demonstrate how
"expert interviews" with potential early adopters can help identify
your "killer app"--the function that customers most value--and
avoid costly trial-and-error. In a viciously competitive world
where your company may have only one chance to score big, Getting
It Right the First Time provides essential guidance for
entrepreneurs, marketers, product developers, and business
strategists, and offers new insight into the dynamics of
innovation.
There is no doubt that the pace of business has
accelerated--products go from concept to release faster than ever,
business partnerships and alliances are established (and dissolved)
more quickly, competitors react more swiftly to any tilt in the
playing field. Whether your business is microprocessors or airplane
manufacturing, it will live or die by the degree to which you can
anticipate demand for your products and services. In Getting It
Right the First Time, John Katsaros and Peter Christy argue that
the most successful businesses will be those that accurately
predict market conditions--especially the market changes that will
occur within the crucial 18-to-36-month innovation window. Or, to
paraphrase hockey superstar Wayne Gretzky: "skate to where the puck
is going to be, not to where it is." Showcasing dozens of colorful
examples of lucrative successes and missed opportunities (from
high-tech to financial services to medical devices), the authors
present a detailed plan for how you and your company can learn to:
identify your top customers in advance of entering the market,
successfully position your company and its products to those
customers, and catch emerging trends before your competitors do.
Eschewing traditional market research techniques--such as focus
groups, polls, and surveys-- Katsaros and Christy demonstrate how
"expert interviews" with potential early adopters can help identify
your "killer app"--the function that customers most value--and
avoid costly trial-and-error. In a viciously competitive world
where your company may have only one chance to score big, Getting
It Right the First Time provides essential guidance for
entrepreneurs, marketers, product developers, and business
strategists, and offers new insight into the dynamics of
innovation.
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