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1
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- From Technology towards Innovation...
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2
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3
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4
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5
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- Idea
(SHOULD)
- Market
(IS)
- Attractive Concept
(how to sell SHOULD?)
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6
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- Market
(IS)
- Idea
(SHOULD)
- Attractive Concept
(How can SHOULD be positioned?)
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7
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- What?
- Were?
- How?
- Why?
- What next? What if?
- Were else? Were next?
- How then? How much?
- Why not? And then?
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8
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9
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- Choice or Rejection?
- The customer has to switch from the existing product to the new product.
- The customer rejects the existing solution to favour the new one.
- Question:
In order to favour our product, what solutions will be
rejected?
Why should the customer do so?
Why would the customer proceed with the existing product and
reject the new product?
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10
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11
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- Market
Compared to the customer value, what would be the best
opportunity?
- Competitor
What customer values are put aside or missed by the competitor?
- Technology
What kind of customer value may be fulfilled with new
technologies?
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12
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- Optimal cooperation between marketing, sales, and R&D (global teams)
- Access to the respective information (database)
- Understanding of each point of view (cross-cultural communication)
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13
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- What is the product?
- What does the product?
- Who is intended the product for?
- What does the product mean to the customer?
- The product is the right one when the internal integrity (being and use)
meet the external integrity (customer, perception)
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14
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15
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Notes
