I had experience with a product that this week was up here & 39; l & 39; off base, I & 39; I & 39; decided to write about the product is produced Promises.
A the promise implicit commitment made to customers by a company. He embodies everything that the company, brand, marketing, features and benefits and pass the product description. Put simply, a promising product is retained if the customer has an experience that is at least as good as what they were expecting & 39; s depending on what & 39; company said that them.
Products hold their promises tend to build bases of loyal fans and succeed. Products that do not, often fail (s & 39; but they solve a burning need for the client and is the only solution available, sometimes they succeed anyway).
What are some examples of products in which companies promise met customer expectations and it paid off for them? L & 39; original Palm Pilot made a promise that the product synchronization function in a transparent manner. For me it worked so well, I & 39; arrivais not believe (in & 39; time). Macintosh (at least the early days) was the product & 39; promise that it was the easiest to use & 39; s personal computer available. Amazon.com has the promise that offered them the largest selection of books, as well as purchasing and customer service is hassle-free. Google is produced & 39; s promise is that you will find what you want on the Internet & 39; fast with a minimum of effort.
Here & 39; s 280 Products Group of Promise. We promise to provide you with professional, high-quality Marketing and Product Management consultants and contractors who provide excellent results d & 39; promises to rates.
Product have gotten a bad rap, mainly because of what is & 39; s happened during the boom. Companies shipped crummy products, the claims that have been made far true, burned their customers, and then wondered why they had not & 39; n repeat or referral business. In fact, & 39; one of the greatest challenges of technology, the industry faces & 39; aujourd hui & 39;, c & 39; is that & 39; she trained, even the most tech-savvy people at the end of adoptive parents. Why beta software or hardware for a company, when you can wait until & 39; that & 39; it is strong and a lot of other people & 39; l & 39; use reliable. Of course, this mentality is not going to lead to & 39; using something because everyone was waiting for the other guy & 39; to endure the pain.
Oftentimes Product Management should be the guardian to monitor whether customers are really care. Engineering will always be pressure to ship the product, whatever. Sales will want the product now, and by the way he was entitled to work better. Senior managers feel the pressure to make quarterly numbers and will tend to want to ship the product, even though it & 39; is not completely ready. QA will tell you what looks like the bug count, and the number of serious problems remain. But in many cases the only group which has a handful of really know if the product will meet customer expectations and deliver on its promises is produced Management.
At one point during the boom & 39; m proposed a high-level d & 39; job with a company going public within three months. They had an incredible story, very talented, a first-class advice and & 39; management team, and $ 120 million in financing. But after consulting for 2 months, I & 39; I declined their offer, despite the fact that they & 39; sweetened the pot several times and & 39; m has been by far the best offer I & 39; had ever received in my career. Why? I was running Product Marketing and Product Management for themselves and despite my communication that the product was far from meeting the promise of its product, barreling management was determined to advance & 39; and the ship & 39; . They have made the & 39;. & 39; N They have never done their numbers. Close.
Yes not even the founders of & 39; made money. But think about the dynamics and the wealth they would have received had they & 39; s really kept their promise product. They could even be in business today.
Does your product really keep their promises?
Brian Lawley is the Chairman of the Group of 280, Product Marketing & Product Management experts. The 280 Group provides consulting, contractors, training and role models to help companies define, launch and market breakthrough new products. & 39; For more information on 280 of the group of services and tools & 39; (Product Roadmap, Product launches, Beta Program, Program Development and others) visit www.280group.com.
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