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This table presents differences between a Single-Product and a Multi-Product orientation to product creation, development, and management.
Single vs. Multi-Product Comparison
| Orientation | A focus on one product or one concept at a time | A focus on sets of products, most often a product line |
| Future View | Seeking the next great product… relying on creative discovery, intrapreneurs and lean startups | A focus on advancing the full Product Line as a System (PLaaS). |
| Portfolio | Portfolio Management covers development projects only; seeks resource use optimization | Portfolio Management at the product line level includes front-end projects and other product line system projects; seeking greater Product Line Velocity |
| Development Focus | Fast development of MVP (minimum viable product), | Focused on the maximally synergistic platform-levers and multi-generation strategy moves |
| Concepts | Front end concept generation defines one potential product at a time, loose targeting | Front end driven by coherent Jobs-to-be-Done market segmentation; purposeful concept targeting |
| Screening | Relies on screening good product development projects from poor projects | Emphasizes creatively and strategically generating targets for innovation and then rationalizing and shaping to drive the product line. |
| Speed | Focus on a single product’s “Time to Market” | Focus on Product Line Velocity - Continually seeking improvement |
| Multi-Generational Planning | For individual products | MGPP for both products and platforms. |
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