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Full Description
The rules of new product development have changed. The most fundamental nature of supply and demand has shifted and markets have undergone a reversal. Users are in control now, determining the success and failure of every company and product in the market. Companies that underestimate the implications of this shift are guaranteed to fail, wasting time and resources pursuing products the market will not accept.
Demand Horizon is a new mental model for understanding and adapting to the demand-driven economy. It's a framework for making sense of the new rules in product creation, offering both strategic understanding and practical actions for adapting to the new rules of business. Written by Gerry Campbell, an accomplished executive, entrepreneur and product creator, Demand Horizon illuminates the techniques and approaches that have enabled him to create patented products that are used by every person on earth who uses a search engine, social networking site or smartphone.
All proceeds from this book will be donated to charities supporting education and family development
Contents
Acknowledgements
Foreword Innovate or Die!
Preface A Tale of Lost Opportunity
Introduction The Origin of Demand Horizon
Bringing Certainty to Innovation
The Big Shift
The Need for a New Model
Welcome to the Demand Economy
Why Is There a Demand Horizon?
The Demand Horizon
The Three Stages of Demand
Potential Demand
Current Demand
Declining Demand
A Closer Look
Becoming a Taste Maker
Exploring Potential Demand
Where to Look for a Demand Signal
Tool #1: Query Stream
Tool #2: User Conversations
Tool #3: Observation
Tool #4: Competitive Analysis
Why Traditional Market Research Is Inadequate
Shouldn't I Just Go Lean?
The Sweet Spot of Continuous Innovation
Four Techniques for Discovering Demand
What Keeps a Company in the Sweet Spot?
Managing Decline
Reduce, Reuse, Recycle
Recycling: The Alternative to Shutdown
Beyond the Horizon
