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Thoughts on the
Process of
Evaluation
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First and
Foremost - Know the customer's mind and your place within
it |
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The most important step in
developing an approach to a market or creation of a new product,
is evaluating customer need. This starts with evaluating the customer's
environment, the challenges they are facing, the market within |
which they live, and where they are
looking for new things. Customers are people too. Think of them
in terms of making personal choice, and getting excited over
cool products and services. Don't under-personalize when
anylizing. |
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Keep it simple
stupid - avoid analysis paralysis |
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The simpler and cleaner the process, the more effective it will
be, and the more likely it will be utilized. The trick is in
finding a good balance between the information needed to make
good decisions, and information overload.
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Avoiding analysis
paralysis keeps good ideas can from stalling out and loosing
traction. Remember- there is no such thing
as perfect. Even the best ideas fail if over-scrutinized.
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Have a surplus
of ideas - toss unused ones even if they are good |
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The best result of a proper
evaluation will come from a collection of too many ideas to act upon.
For each new product, there should be at least 10 on the cutting room floor. |
Team members need to keep in mind
that just because an idea is rejected, does not mean the
individual is being rejected. Not every good idea is a fit to
the company or strategic goals. |
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Be true to
thyself - know the company |
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Organizations evolve over time, and gain an inertia in both
culture and personality. A company is more than a collection
of tools and equipment. Attempting to do
something it has never done before requires careful
consideration. |
A company that continually
changes who it is to meet illusive customer demands, risks
loosing identity with core customers. Not every company will be
a huge market leading success. Acknowledging limits is a part of
true positioning. |
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A technology promising
to be better is not enough to cause customers to automatically
adopt it. Evaluating the customer environment and
perceptions of need is even more critical when introducing an
unfamiliar technology. |
