Customer-Centric Product Definition: The Key to Great Product Development

by Sheila Mello

Despite the prodigious research and money devoted to new product development, nearly nine in ten new products fail to solve a perceived need--and are gone within their first two years. This unique new book introduces and explains Market-Driven Product Definition (MDPD), a proven methodology for identifying and understanding customer-value-based needs, then turning them into products that consistently break through the clutter of the marketplace. Drawing on techniques developed by experts from MIT, the University of Chicago, and the Center for Management of Quality, as well as product development experiences from inside hundreds of top companies, including Abbott, Compaq, and Cisco, the book reveals MDPD techniques managers can use * Determine customer needs and value-based requirements
* Choose which requirements to satisfy in order to distinguish their products from the competition
* Determine which trade-offs can--and must--be made in product development
* Decrease time to market by up to 40 percent and minimize time to profit.

Genres: Business

223 pages, Hardcover

First published December 24, 2001

Reviews

[Robert · Rating 1 out of 5]

Reads like a self-promotional white paper for the consulting firm of the author that did not benefit from copyediting or review by anyone not at the firm.

[Kamesh Kumar N · Rating 4 out of 5]

Good book on MDPD (Market driven product development). Author clearly explains how a significant portion of new products fail (30 to 40%) after launch the prime reason being customer needs are not understood correctly. The book deals with an objective methodology of understanding customer needs and translating them into a successful product that not only completely fulfills customer needs but also helps the organization make profit and move up the competition ladder. Various stages of product development are arriving at customer matrix, visiting them to understand the needs, creating image diagram and requirements diagram, arriving at metrics for the requirements, conducting Kano survey to prioritize the requirements, brainstorming with stakeholders for idea generation, evaluation of product development solutions and going for the launch.