The secret to creating a successful proposition (whether it’s a physical product, a software system, or a personal service) is doing the right things. It sounds easy, but it’s often hard, because there are frequently too many possibilities, and too little insight into choosing between them. To be successful, you need to ask:
What does the market need this proposition to deliver?
How can we understand our customers and users better?
What features do customers and users most require and desire?
Who is the competition, and where are the gaps and opportunities?
What could we offer that’s completely new, different and uniquely valuable?
I’ve spent almost my whole career asking and answering these questions, and I know that the right answers are often the difference between success and failure.