PRODUCT SUCCESS TOOLBOX

by Robert Reiher

PRODUCT SUCCESS PROFILE

Product’s Emotional Promise

  1. Pick one of your favorite products and ask yourself, what is the emotional promise of this product?  What need does it satisfy for me?
  2. While you’re watching TV or other forms of media advertising, focus on the emotional promise of the ad.  What emotions is the advertiser trying to tap into?  Why?
  3. In the development of enriching products and programs, why is it critical to understand the emotional promise?
  4. What have you noticed about how the emotional promise of a product or program is related to the age and the stage of  the consumer?   How is it significantly different for children than adults?

Product Essence

1.  Spend some time discovering the ESSENCE of products that are in your office or that you see on television commercials. See how quick you can get to the “bottom line” , heart, or core of a product. Move through the most general ESSENCE to the more specific ESSENCE. Pick a couple of products that you have done this with and ask some of your associates or friends how they view the ESSENCE of the product. You’ll be surprised at what you discover.

PERSONAL SUCCESS PROFILE

Product As Purpose

  1. Beyond Product as Profit and Product as Path, is your product or program idea directly related to your purpose in life?
  2. What do you notice about this Product As Purpose type of product success that makes it really “special”?
  3. Can you give examples of successful products and programs that came from the paradigm of Product as Purpose?
  4. Do you recognize a different type of motivation and commitment to product success if a deeper purpose is part of the underlying foundation?

Product As Path

  1. What areas of your product development do you resist?
  2. What do you tell yourself about those particular areas?
  3. Do you consider your product development a “path” of learning?
  4. What are you willing to do differently?

Product As Profit

  1. If money was no object and I had as much of it as I needed, would I still be motivated to develop the particular product that I have chosen?
  2. What specific tradeoffs am I willing to make (time, family, relationships, other opportunities, friends, relaxation, etc.) to move forward with the development of my product.
  3. What are the most important psychological benefits that I gain from developing my product?

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