HOW TO LAUNCH NEW PRODUCTS: Who hasn't had a problem launching new products? Too late, not enough features, and higher than expected manufacturing cost, to name a few of the headaches. Here are two places to focus:
Chasm between proof-of-concept and economically viable commercial product
Linkage between technology capability, product features and market needs
"Chasm" addresses an age-old issue: making one unit does not infer you can make one million. All too often "The Product" that is about to be launched, is not really a product, but rather a prototype. Close, but no cigar! Is there a test to determine if the chasm is short or long? Yes!
Three measures must be achieved: Predictability, Repeatability and Consistency.
"Predictability" refers to accurately foretelling the results of experiments.
"Repeatability" is demonstrated by successfully achieving similar performance on several prototype lots.
"Consistency" is achieved through multiple sequential lots, on a pilot line, showing tight process and performance tolerances, and achieving initial target costs.
When these three measures are achieved, "The Product" be considered an economically vaiable product.
Oh, and one more thought. Customers buy SOLUTIONS - not technology; SOLUTIONS - not promises.
A potential disconnect stems from a focus on "Product Development" rather than "Product Realization."
Product Development targets the technical aspects of the product design. Product Realization focuses on customers, satisfying their requirements with economically viable products that will ship in volume, on time, and at cost.
Product Development defines success as product on the loading dock. Product Realization defines success as a happy customer!
BOTTOM LINE: How can you better handle your pressing concerns? Consider the following values that Barry can bring to you and your organization: