Today, many companies are changing how they tackle their money printing challenge. They’re moving from a single-product to a multi-product approach. It’s a major change that’s driving major gains.
The old school approach to product development has been to “divide and conquer” while pushing projects through a funnel. Marketers find many ideas then filter out the “poor” ones. Next, senior managers screen the good concepts further and decide which should move forward to development. Then engineers trial different product variants to see what’s possible. And marketers will test what the market will allow and what customers will buy.
Product Line Velocity Focus Versus Single Product Time to Market
The change in focus is a major advance for product development. It changes the workflow, decision flow and information flow from before concept development to in-market product management.
Product Line’s Velocity versus Time-to-Market. The velocity has three orientations: toward greater customer satisfaction, improved cash flow, and stronger competitive positions.
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