Ask product testers to describe the solution in one concise sentence. Changing Priorities As mentioned earlier, product cycles are now consumer-driven. While innovation was once the result of personal need or desire, it is now based upon consumer needs or desires. Products developed with a Want Factor in mind become indispensable. Unfortunately, it isn't enough to produce a product consumers come to need.
Innovators never stop improving products or services or they cease to exist.
A product's users are the real customers of technology products. While these individuals do not always sign the checks, products must meet their needs or companies cease to trust your organization. Technology firms have long sold software and hardware to CIOs and CEOs, men and women who do not necessarily use the very products they purchase. This sales pattern has allowed sales and marketing to control the high-tech industry, while products suffered. Especially in vertical markets, badly designed products can and do dominate the software shelves.