Consultants Madhavan Ramanujam and Georg Tacke offer a no-nonsense path to successful product design. Most companies go directly from idea to product design. They never know whether customers want and will pay for a product until after its launch. The authors describe “nine rules” for products and services designed to meet immediate client demands and “willingness-to-pay.” getAbstract recommends this clear guide’s sensible advice to anyone planning a new product or service.
In this summary, you will learn
- Why companies must ask customers what they want before designing a new product or service, and
- What product design steps lead to products people want and will buy.
About the Authors
Madhavan Ramanujam and Georg Tacke lead Simon-Kucher, a consulting firm that helps clients design products that customers want. For more information, see monetizinginnovation.com.
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