There’s always a bunch of reasons for bringing new products to market.
Most of the talk is focused on the why of the customer – for good reason; without them, there’s no point. So a clear understanding of their pain, what they’re trying to achieve, and why they’ll choose your idea over all the others is fundamental to making good decisions as you turn your whiteboard into reality.
But there are other whys – just as important if you want your organisation to dig in on the project. Why are we doing it? Why us? Why now? Why is this worth our resources more than the other thing? Why will this make us stronger for tomorrow? Why …?
Only when you know the why, is it worth the what, the who, the how, and the when of the project.
Skippy strategy: Without the why, it might just be busy-ness – and who gets excited about that?
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