New Product to Market

Bringing innovative new ideas to market can be a humbling experience. At Mindscape we recently launched a new web offering. We answered our clients' problem of keeping up with the velocity of change on the internet with a managed environment that we could leverage across our base to keep them cutting edge up to date. We assumed cost as an issue and focused on a managed services model, where we could pass savings on to the client. We save them money; they stay up to date - a win-win.

We overestimated thier concern about costs, undervalued the solution and at first missed the mark. Cost wasn't the main issue so focusing on total cost of ownership only confused our message. Clients felt we had underestimated their needs because of our passed on savings. Price did not meet expectations for the level of expected quality and comprehensiveness. Their worries zeroed in on the technology itself.

A new business partner summed it up best for us. Tell them they "never have to worry about hardware or software again"

Being smart doesn't mean there's a need. Even in supply side innovation, matching customer needs is as important as the invention. Find the pain, find the worry...