Launch into Success

1. Provide a strong value proposition. Weak value propositions are a leading cause of new product failures. Customers don’t buy phrases such as “increased productivity,” “more robust” and “reduced cost.” Quantification of the value gained is essential in today’s market. Be explicit. How much money is saved? What additional efficiencies are gained? What is the financial payoff of getting a product to market two months sooner? Specificity sells. Use beta tests to learn this information, and then make sure to write it up in case studies.