by Reena Kapoor
I've worked with many clients to help bring new products (and services) to market and even when the offering has real value to offer and a strong, differentiable place to occupy in its universe, I find some common mistakes get in the way. Often a launch that can be great, is simply good or worse, mediocre. Such an undesirable - and in many cases, undeserving - fate can be avoided. I offer here a check-list of some of the most common mistakes I've observed. These are based on my experience helping consumer-focused companies but they apply just as well to business-to-business (B2B) enterprises:
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by Reena Kapoor
An excellent talk on TED by Joseph Pine on What Consumers Really Want. He talks about how we've evolved from economy that was based on commodities, to goods, to services and now its about creating and selling experience. In this context, authenticity is the new consumer sensibility and it's what consumers want to experience. We're hearing this with social networking/web 2.0 taking off as well. But the question remains: what is authenticity and how do we (as businesses) render it effectively?
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