The iPod has been a monster hit since the day Apple introduced it to the marketplace in 2001. By 2004, the iPod owned 70% of the market for digital music players. Previous personal music players were difficult to program and use. Apple CEO Steve Jobs and his development team identified that problem, and they set out to solve it by using careful research and focusing on buyers’ wants and needs. Now Apple rules the market. How can your firm emulate Apple’s example? Marketing professionals Craig Stull, Phil Myers and David Meerman Scott detail the process market leaders use to establish breakthrough products. Although much of the advice is common knowledge, if not common sense, the book’s eclectic mix of corporate case studies, such as stories from Apple and TheaterChurch.com, make this guide an entertaining read. getAbstract recommends this manual to industrial designers, marketing professionals and other innovators.
In this summary, you will learn
- Why you should interview potential buyers to uncover their “unresolved market problems”
- How these problems can help you develop new products or services, and
- How to develop sales messages for new products.
About the Authors
Craig Stull is the founder and CEO of a technology product management and marketing firm. Phil Myers is the firm’s president. Author and lecturer David Meerman Scott conducts seminars for the firm.
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