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Secrets to Successful Cost Reduction

Within moments of giving birth to your new product, you were told by senior management to begin reducing its cost. So, your team shifts into a cost-reduction mode and begins sorting the product’s sub-assemblies by their material cost, attacking those at the top of the...

How Effective is Your Platform Strategy?

Have you ever noticed that some capital equipment companies seem to be able to develop and deploy new products faster than others? Have you noticed that those same companies also tend to produce a steady stream of very profitable upgrades for their installed base?...

The Roadmap Six-pack

Product roadmaps represent the steps that you will take to implement your product strategy. They describe where you’re headed and what products will be introduced along the way. They are used to guide and to synchronize your company’s efforts. To be effective, your...

The 3 Phases of Product Strategy Development

Have you ever run into something like this? The CEO walks into your office. He says, “We need to submit our strategic plan to the board next month. Can you canvas the senior staff and put something together?” Or this: It’s the weekly senior staff meeting, and you just...

What is Strategy?

Every business has pressing issues, but which ones are strategic? Are falling sales a strategic issue? What about rising material costs? What about a new competitor? Perceptions of exactly what constitutes strategy can vary greatly, even among a single management...

MRD at Work Case Study

A Tekcess International client had been developing a new piece of process equipment for the semiconductor industry. The technology was novel and had generated a lot of “tire kicking” from prospects. However, after several years of product development and dozens of...

How to Avoid Disconnects with Engineering

One of the critical factors for new product success is engineering involvement in the Market Requirements Document (MRD) development process. Failure to maintain open, active lines of communication between product management and engineering can lead to big disconnects...

Product Requirements Are Not Negotiable

It took one of those heavy-duty staplers to secure the pages of your Market Requirements Document (MRD). You’re a seasoned professional, so you knew to ask for more product capability than you really need. That way you’ll emerge from your negotiation with engineering...

When to Start and Finish Your MRD

Your product roadmap describes the products that you intend to develop and bring to market over time.  Each product on the roadmap needs a Market Requirements Document (MRD). That MRD needs to be done sufficiently ahead of planned market introduction to allow for...