Customer Value & Commercialization
Do You Know What You Are Really Selling?
This article asks what customers are actually buying when they choose an engineered product. It shifts the discussion from specifications to the customer's…
Doug Ringer ·
This published work explores a practical product-business question through the lens of Customer Value & Commercialization.
This article asks what customers are actually buying when they choose an engineered product. It shifts the discussion from specifications to the customer's problem, economics, support, and total solution - a direct foundation for value-based commercialization and avoiding commodity competition.
Original publication: Product Design & Development
Why it still matters
The underlying leadership question remains relevant: connect customer and market evidence, clear decision rights, and disciplined execution to the business outcome.
Publication context
Originally published by Product Design & Development. The date associated with the source record is October 6, 2015.