Provides essential guidance for entrepreneurs, marketers, product developers, and business strategists There is no doubt that the pace of business has accelerated - products go from concept to release faster than ever, business partnerships and alliances are established (and dissolved) more quickly, competitors react more swiftly to any tilt in the playing field. Businesses will live or die by the degree to which they can anticipate demand for products and services. In Getting It Right the First Time, John Katsaros and Peter Christy argue that the most successful businesses will be those that accurately predict market conditions - especially the market changes that will occur within the crucial 18-to-36-month innovation window. Showcasing dozens of colourful examples of lucrative successes and missed opportunities (from high-tech to financial services to medical devices), the authors present a detailed plan for how companies can learn to: identify top customers in advance of entering the market, successfully position the company and its products to those customers, and catch emerging trends before competitors do. Eschewing traditional market research techniques - such as focus groups, polls, and surveys - Katsaros and Christy demonstrate how expert interviews with potential early adopters can help identify the function that customers most value and avoid costly trial-and-error. In a viciously competitive world, Getting It Right the First Time provides essential guidance for entrepreneurs, marketers, product developers, and business strategists, and offers new insight into the dynamics of innovation.; Challenges traditional approaches to market research and product development; Focuses on corporate growth and innovation in a hyper-speed world; Shows how to avoid mistakes and stay ahead of the competition; Provides engaging stories and analysis of business successes and failures
