From Harvard Business School Working Knowledge : Professor Clayton Christensen
This blog post hits on so many high points of marketing and new product development, I do not know where to begin. Check out the ideas of “hiring a milkshake” and the market research that was done to determine the drivers for purchase (no pun intended). Be sure to check out the video embedded into the text.
Also check out the comments about the Greatest Tool ever, the Milwaukee Sawzall “Milwaukee Electric Tool Corp. has cornered the market on reciprocating saws with its trademarked Sawzall, which does the job of helping consumers safely saw through pretty much anything. Its Hole-Hawg drills, which make big holes between studs and joists, are also quite popular. The company’s other tools, which rely on the Milwaukee brand, are not nearly as celebrated.
“The word ‘Milwaukee’ doesn’t give you any market whatsoever,” Christensen says.”