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  • Doug Ringer

Product Effectiveness

A Product Strategy that successfully aligns with the company's strategy is the goal of most product commercialization efforts. A few efforts do quite well, but most are barely average.


One way to consider the opportunities for a successful product is to look at three factors: 1) your company mission or strategy, 2) your core competencies and 3) the external environment or anything outside of your company.


Plot your current products and the products in the pipeline within this triangle and then overlay their commercial success. Is there any correlation between commercial success and their location on the chart?


The most successful products should fall in a "sweet spot" that lies approximately in the center of the triangle.




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