How to use Design to Differentiate your Product

Design is one of the attributes of a product. The importance of design depends on the expectations of the customers in a specific market. In many markets, like household appliances, clothing or cars, design is an important attribute to compete in that market. Without an attractive design, it is harder to sell products. But how

How to use a Business Case to Optimize your Value Proposition

Many companies treat value proposition development and product justification as separate domains, which are managed by different experts. First, a value proposition is developed by the marketeers and product managers. Afterwards, a financial business case is written by financial managers to justify expenditures. In some cases marketeers and product managers do not even care about

Creating Requirements which Count

Requirements play a central role in the development process.  Requirements define both what must be build, and what has been built. But writing good requirements is a skill, which few organizations master. What are the essential elements to write good requirements? How do you write requirements which make a difference? This blog discusses 4 essential

Design around the Customer with the Voice of the Customer Tree

A question which frequently comes up in innovation is how to create products or services which are really liked by customers. The Voice of the Customer Tree is a very powerful tool to define the key requirements of a product or service to ensure that the value of a proposition is delivered. The Voice of

How to create a Value Proposition

Creating a Value Proposition is for many people an abstract exercise which takes time to master. But creating a good Value Proposition is an essential step to create products or services that are successful in the market.   In this blog I will discuss the basics of creating a Value Proposition. I will discuss what