Some believe that product success depends upon having some technology that is better than something else and as a result the world will beat a path to that product's door. Others think that if they simply get into a room and brainstorm ideas or even play ideation games, the right ideas will automatically come forward and the product will succeed.

Both are wrong. And as a result somewhere between 40% or more products “flop up onto the shore as dead fish" as Steve Jobs once said. Successful products start with clearly understanding what people and organizations “do". What they do, how they do it, why they do it and so forth. This course enables the participants to figure out what their prospective customers “do" and then translate that into a compelling “value proposition". Together the “dos" will enable engineering to build the right product and the value propostion will direct marketing to get the marketing plan right. Together, implementing the right “dos" and “value proposition will ensure product success. .