Brand Relevance: Making Competitors Irrelevant

Chapter 7. EVALUATION

A great company is more likely to die of indigestion from too much opportunity than starvation from too little.

—David Packard, founder, HP

Nobody has ever bet enough on a winning horse.

—Richard Sasuly, author, horseracing authority

A key to creating and implementing an offering that will drive a new category or subcategory is an accurate evaluation of the prospects of a concept and the ability to pull it off. The Segway case provides a good illustration of the difficulties of both.

Segway's Human Transporter

Dean Kamen was a successful inventor mainly in the medical device field. One of his inventions was a wheelchair, the iBot, that could climb stairs. That technology provided the basis for a far more exciting product, the Segway ...