In most cases, I still do. Giving customers what they want makes sense, right? Consumer products companies, and B2B companies to a lesser extent, spend a good deal of time and money trying to determine what customers want to buy.
Steve Jobs surprised many people when he made the statement above about product development, but Apple is one of the few companies that has been successful with a product-driven approach over the last 15 years.
Market-driven is the less risky and more sensible approach in most cases.
It requires companies to look to current customers, potential customers, and channel partners for advice and feedback that can help them make strategic product decisions. It also requires them to know their market, know their customers, and know the competition in order to filter out unnecessary requests and focus on products that can be successful.
Push vs. Pull Marketing
This is where innovation comes from, and, in my opinion, is the only way to make great improvements. It depends on the circumstances.
I believe that a product-driven approach is a short-term strategy that can move a company forward in big steps, but that successful product-driven companies must eventually transition to market-driven companies for long-term survival.
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Why Measure Your Marketing Programs?