“What does the product do? Why do people buy it? Why is it useful? Basically, I want to see how the product fits—or doesn’t fit—into the customer’s world. Is it a nice-to-have product or a must-have? Ask as many questions… — Victor Cheng Copy Share Image
“When you launch a new product, the first question to ask yourself is not 'How is this new product better than the competition?' but 'First what?' In other words, what category is this new product first in?” — Al Ries, Jack Trout Copy Share Image
