“Rethink: Product Planning”

(this slide was published on Sep. 15th, 2011)
Many companies conduct product management without product planning.

They copy a product which is originally designed by other companies, and modify it.
They strive to survey technology/market trends and roadmaps from leading companies, giant research firms, and enhance the variety of functions and/or the numbers to make their spec table better. They love to swim in the ‘red ocean’.

Apple is one of the companies which is carrying out product planning as well as product management. It often enters the market very late, but re-creates the market itself. Apple strives to understand what the user-experiences the customer looks for, values, and needs, and re-invents the product category to make customers’ lifestyle better. Apple loves to make her heart sing with her product.

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