The Pulse of Productization

Digital transformation is coming at lightning speed. Previously in-person services are being offered virtually. New digital products are coming to the market quickly. The way we do business is forever changing. 

For example, our video platforms and remote work tools have been a beacon of light while working remotely during the coronavirus.

The innovation I see right now truly is awe-inspiring.  For example, distilleries making hand sanitizer, software companies reconfiguring software to help hospitals track and manage COVID-19 cases,

“What’s the biggest new product development mistake you see companies make?” a client recently asked me.

I am sure you would agree, technology has changed drastically since most of us were in school, probably, even, since most of us took the jobs we are in today. Yet, despite how true this may be, the data says we aren't doing enough to help ourselves, our employees, and our organizations adapt to these changes.

"No."

Such a small, powerful, and, sometimes, frightening word. It's a word most of us hate to hear and that we don't say enough. “No," however, can be our sanity and productivity savior in our personal and professional lives when used well. 

Understanding our customers—or more specifically their  urgent and expensive problems —is the key to developing a successful product. I’ve seen too many companies waste time developing a new product that no customer wants or needs. This often happens when a CEO develops a product because they have fallen in love with an idea or a technology or are trying to out-do a competitor and they don’t want to take the time to talk to any customers about what real-life problems they are solving.