History is littered with great ideas that "died on the vine" for lack of a coherent marketing strategy or the failure to react to changes in its underlying assumptions.
A single break in the chain is all that is needed to fail, and it can come from the most unlikely of places. The first video game craze of the 1980's died not because of a lack of interest from the end customer. It was an intermediate customer, the retail buyer, that killed it. Retailers faced huge inventory losses from games that didn't sell, and those losses outweighed the gains from the winners. Nintendo was ready to step into the void. They had patented their game cartridge allowing them to to control the games that could be sold for their console. A similar "quality control" strategy has allowed Apple to consistently lead the industry.
The key is in the creation of an end-to-end strategy, and the continual testing of that strategy against the realities of an ever changing marketplace. Your marketing and sales staff understands your industry. Your engineers understand their technology and how to design a product and get it built. What is often lacking is the ability to take a step back from the excitement that surrounds every new project and synthesize all of the information into a coherent strategy.
At WJR Consulting, we start by asking a lot of questions about your ideas, your company's strengths, and your target market. We gain a deep technical understanding of your solution's potential. We speak to your marketing staff, and others to understand what your customers want, your channel access, what your competitors are doing, and what protection do you have from competing technologies? Are there standards you need to meet, or should you pursue a new standard or create an industry alliance based on your solution?
Whether you are just starting out with an idea, are in the middle of the design, or are just now thinking about what to do with that cool new technology you already developed, its never too early to start strategizing. We'd like to help.