Whether you’re trying to create a more convenient hand soap, a better tasting granola, a new online magazine, a faster scooter, or the next great mobile platform, you’re dealing with technology. You need to shape something mechanical, digital, linguistic, or chemical to match your vision. All product innovation requires technology. And when dealing with technology, there’s really only one question:
Would you rather be Bill Gates or Steve Jobs?
Gates approached innovation and new product development like a technologist. He built useful products and a valuable company.
Jobs approached innovation and new product development like a marketer. He created whole new categories that no one else even imagined and an even more valuable company.
How many raving fans of Microsoft have you ever met? Ask the same question about Apple. Jobs knew how to make product innovations that not only worked … they connected.
I believe that every innovator should involve an experienced marketer from the start of the product development and commercialization processes. Because anyone can come up with a great innovation concept – engineering, sales, management, customers, admin staff, your mother-in-law – but only marketers are trained how to determine which new product concepts have the best potential for success … and how to maximize that potential.
Remember, a product that does its job is just a thing. But a product that connects with customers is a revenue stream, something of value. Building those connections is the primary job of Marketing, and they need to be built into the product from the start … not added on later.
I have led innovation and commercialization projects that have produced hundreds of millions of dollars in new business (here are some examples). I have learned that the time to involve Marketing is at the start of new product development. Remember, a product that does its job is just a thing. But a product that connects with customers is a revenue stream, something of value. Building those connections is the primary job of Marketing, and they need to be built into the product from the start, not added on later.
I enjoy nothing more than helping clients build powerful innovation processes and fill multi-year innovation pipelines … nothing except for watching those new products succeed in the market.
May I help you innovation concept development and new product commercialization? With innovation that will create sustaining competitive advantage for your company? Call today! Or …