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Author: Joe Tradii
Issue: 2012 Visions Issue 3
When trying to get back in the game, a product manager is faced with two choices: zig while they’re zagging, that is, create a product around a value propostion that hasn’t been addressed by the competitors yet, or leapfrog the competition and create a product that takes the existing value proposition to a whole new level. Both are viable strategies and either approach will work with the processes outlined later in this article. A real-life case at Intuicom provides some tangible examples of how to accomplish these strategies. Intuicom sells wireless broadband solutions into the intelligent transportation market. Typically, this involves both hardware (radios and switches) and software. Customers increasingly judge the value of these solutions based on the proprietary software used to discover and configure the radios.