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Too many new products fail. Mainly because new products are hard to
differentiate from exisiting products and they don't capture the
customer's imagination. The failure is due to a poor understanding
of customers' needs. Companies need to take a radical approach to
identifying customers' real needs, and this book demonstrates
innovative ways to acheive this.
Too many new products fail. New products which are hard to
differentiate from existing products won't capture the customer's
imagination. The failure is due to a poor understanding of
customers' needs. Companies need to take a radical approach to
identifying customers' real needs, and this book demonstrates
innovative ways to achieve this.
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