Understanding the zeitgeist of product development (and the electorate)
bySheila Mello and Wayne Mackey
Conducting a survey before understanding the requirements—and without an image of what it is like to be the voter—gets the flawed results we saw in this year’s polls. Diving deeply into the populace enables far more accurate predictions.
Applying a lesson from the book “Switch” to product definition
A couple of ideas from the Heath brothers' book "Switch" have implications for product definition and development. In particular, if you want to change the way your company gathers voice of the customer (VOC) data, you often encounter resistance—reluctance to change—among peers and managers. Here's how to combat that resistance.
Three essential questions to answer before you dive into VOC
Just as your house sale may fall flat if you don’t replace the ratty carpet before showing it to prospective buyers, or you risk pulling a hamstring if you take off at a sprint before warming up, you can sabotage your VOC success if you don’t do at least a little preparation. Once you can answer three fairly straightforward questions about your market, the customer data you collect will become much more useful for product definition.