How to Market a Product

Figuring out how to market a product successfully is the critical deliverable facing every great product or service. We are guided by three benchmarks:


1

Make it Delightful

We live in a world that is flooded with new services, products and ideas but most fail utterly. Why? They do not pass the standard of being delightful. Delightful does not mean perfection. Delightful means that your challenge is how to market a product to make the customer experience superb.


2

Speed is Key

John Wayne said it best: “we’re burnin’ daylight”. Get the product in the buyer’s hands as fast as possible. Granted, this doesn’t apply to developing a new drug, where development time is 11 years. For the rest of us: get feedback fast, then begin again. When thinking about how to market a product, speed and iteration are key.


3

Customer Involvement

Go 60% of the way and get the product in the hands of buyers, then let 40% of inspiration come from the world at large. Your customers will tell you what they want, because, let’s face it: your first version will never be 100 percent correct. Maybe some market research works, but real world leadership and validation is far better.

Comments are closed.