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Innovate or Die |
Using a new product advisory firm such as Sorelli B is vital at this phase because this is when the internal tornado of technical superiority picks up a lot of speed. As technical euphoria accelerates, companies are seduced away from their customer mission, tempted to think "they know best." This delusional phase needs to be balanced by an outside force of customer focus. See this example of how we have helped companies realistically manage expectations about time to market using Sorelli B awareness build metrics. Sorelli B works with product designers, engineers, manufacturing staff, packaging, distribution, and others in logistics and the supply chain to help create a prototype that satisfies both customer and firm requirements. Then, we field prototype and product use testing to measure performance and satisfaction at the customer level, as well as production, shipping, handling, and inventory at the company level. The prototype can be reworked and this cycle repeated until the organization is convinced that the product is superior. At this point, Sorelli B can assist with simulated test market work (preparing advertising or promotional messages, organizing the site, coordinating with software vendors, overseeing pilot production, etc.) to gauge customer awareness, trial, and repeat rates. Once this information has been analyzed, the organization can decide to launch the product or to re-tool... |
