From the author of -From Paper to Plastic- comes a treatise on why certain products succeed and others fail. Understand why adding more to a product can actually make it weaker, and why quality can be worthless at one stage and critical at another. Understand the two crucial course corrections in the life of a product, when precisely they must be made, and why so few companies ever make them. Replete with poignant and current examples of consumer and business-to-business products, Scanlan explains how and why companies always make the same competitive mistake time and time again. And how you can avoid making it.
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