Test Product Specifications in the Competitive Marketplace

Let your teams use this map to help create an experiment in the market place. Carefully calibrate the product creating a careful balance between what the customer wants and what the competitive market will bear. On a new product, make small investments. Change and react to what happens in the market place. Like a potter uses his hands to shape wet clay, refine your product as it makes its way tentatively through the market place. Remember, a kite can only be tested when it flies. Don’t keep your product too long in the laboratory, launch it, test it and improve it as you go along. Be hungry for early profits. Let the product evolve to achieve customer delight.