ABSTRACT
The sure road to product failure is introducing or managing a product that has no perceptible and meaningful point of difference vs. current product offerings. ‘Me-tooism’ is the disease that affl icts a majority of products. This is why undertaking an internal analysis is so important. It requires you to look critically at both your company and your product, but this critical appraisal takes place in the context of how well you satisfy the segment requirements and how well you do this vs. the relevant competition.
