Value driven strategy

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Often we come across products that are difficult to use, which provide many features, more than what we need, but are still complicated to use.

This situation mostly happens when engineers drive strategy in the company rather than people from marketing and sales. The last ones know the market and what makes value for the customers.

We can take the example of the endless discussion between Android and iOS. The first one leaves the user with the choice to "twist" the system, sometimes changing settings which are hard to understand, while iOS focus on easy and ready use and does not leave too much freedom. That means it makes life easy for the one who wants a mobile phone that works without too much thinking.

The question is how to setup the processes and the responsibilities to maximize the profit for technology "driven" companies. A simple answer would sound like this: R&D is responsible for driving innovation into the products under the "business cases" presented by business leaders. That means in middle-large companies by product managers.

Their role is key for bringing the customer requirements into the development cycle and assuring that the R&D investments can generate margins by evaluating the correct market value of the product's feature to be implemented.

Location: Zurigo, Svizzera

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