Views from the Hills by R. E. Stevens, GENESIS II (The Second Beginning) E-Mail views@aol.com

The Second Step

After identifying what appears to be a market opportunity, what's the next step?  I believe the next step centers around developing the image of the solution to the opportunity.  That is, putting the image of the solution into words if you cannot put into words the image of the solution (product), you do not have a true vision of the product.  If you don't have a vision, you don't have an opportunity.

This verbal description of the product will be an extremely important paper in the development of the product, the brand and then the introduction of the brand to the public.  It has been my experience that many really good ideas end in failure as a result of poor work and in some cases, no work in this important area.

There are some simple steps to help in the transformation from opportunity to vision to verbal description.
 

In the very early stages it gives you the opportunity to determine the level of consumer appeal before making a major investment in product development.  This early description can be used to determine how the consumer envisions a product aimed at the same consumer need.  It can be an early product development tool as well as a market measuring tool.

With this description, you can explore how the consumer sees the physical properties of the product, including packaging.  The physical properties exploration can and should involve form and aesthetics.

When the verbal description has been optimized, it serves as a position vehicle for concept and use research.

Finally, this verbal description lays the groundwork for promotion and advertising.


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