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Why do 65 percent of new products fail? In today's hyper-competitive market, companies too often misjudge demand. They either perform too little of the necessary market research, misuse the data they do collect, or neglect to integrate their research into product development. Amazingly, many companies get their market insights during or after their product's failure. It doesn't have to be this way!
If You Build It Will They Come lays out a complete system for objectively assessing a market before you develop a product or any business idea. Whether you're in a tiny startup or a major corporation, venture capitalist and business professor Rob Adams's proven Market Validation process enables you to maximize your investment dollars while minimizing your risks.
If You Build It Will They Come helps you execute the essential actions for any new product offering. Using this book's "Ready, Aim, Fire" framework, you'll:
Evaluate product ideas
Gather the right information on competitors
Find and understand your target audience
Match product features to market demand
Utilize experts and data
Prepare the market for your product
Bring your product to market
Successful product launches often look easy in retrospect when they actually require a phenomenal amount of effort and planningand you usually don't read about the many failures. Filled with real-life examples, case studies, and practical tips, If You Build It Will They Come gives you tested tools to ensure that your work ends in a successful launch. So before you build it, get this bookand watch customers come running!
Praise for IF YOU BUILD IT WILL THEY COME?
"This book will force any entrepreneur or intrapreneur to take a brutally honest look at their planned product development and launchbefore it's too late."Curt Jackson, Director, Global Technology & Capital Management, Toppan Photomasks, Inc.
"Taking an idea or product to market is expensive and prone to failure. When we had to reconstruct our business, we rigorously adhered to Rob Adams's Market Validation process to test our new ideas. We avoided organization-killing mistakes and created products and services that our clients need, value, and are willing to pay for. The process outlined in this book will save you immeasurable amounts of time, money, and wasted effort."Eliza Evans, President and CEO, InCenter
"Whether you're sitting in your garage trying to be the next Google, or trying to extend your Fortune 1000 company's product line, this book will show you how to develop products that customers actually want."Mark McLain, CEO and cofounder, Sailpoint
"Lots of people launch new products; few earn meaningful revenues. What do those few have in common? The clear focus and discipline it takes to excel at something truly difficult. If You Build It Will They Come? lays out the not-so-obvious basics of market-focused product development and launches."Bruce Roberson, retired director, McKinsey & Company
"I've been helping companies for twenty years with the kinds of Market Validation programs described in If You Build It, Will They Come? Adams understands the power of market guidance and the practical aspects of collecting market input. This book will give you a competitive advantage during the product design phase, when it has the most impact, while avoiding costly mistakes."Peter Simon, President, Simon Management
"Adams has assembled the collective wisdom of countless product launches, executive interviews, and venture capital perspectives on how companies can efficiently deliver market-oriented products. His conclusions are compelling, but obvious; yet few companies actually do it." John Sibley Butler, Director, The Herb Kelleher Center for Entrepreneurship and The Institute for Innovation, Creativity, and Capital, The University of Texas at Austin
This is a very disappointing book. There is not a single chart, graph, or table in the entire thing. There are no meaningful sample surveys. Read morePublished 2 months ago by John
Interest read and thought provoking that expands perspectives on thinking about business start-up perspectives.Published 2 months ago by Stacey A. Hollis
An incredibly useful book! A must read before spending all your money! I could have saved hundreds of thousands of dollars.Published 5 months ago by Brent Coyle
This is a very simple book that presents a simple method for improving your chances of success. It taught me how to listen to my market more than my gut feeling, and it taught me... Read morePublished 6 months ago by AP
The book is good and gives a lot of solid details and concepts, too technical leaning in my opinion since I think it would also have been good to cover in more detail the social... Read morePublished 8 months ago by Carlos M. Del Campo
Rob has written some undeniable good content. He certainly knows his stuff and if you care about solid content above readability this book might be perfect for you. Read morePublished 9 months ago by Christie
Well thought out and written guide describing a methodical process that applies to all start up business today.Published 9 months ago by James H-S
Add this book to your shelf of must-reads on market discovery and new product dev. Good, straightforward approach for NOT becoming the owner of an expensive, failed productPublished 9 months ago by R. L. Brown