CHAPTER 2

EDGE OF THE PRODUCT

Rescoping the Boundaries of Your Offer

Our belief was that if we kept putting great products in front of customers, they would continue to open their wallets.

—Steve Jobs, cofounder and CEO of Apple

Arguably, no one was a better product strategist than Steve Jobs. For all that is written about the successes of Apple and the genius of its leader, the one common theme is Jobs’s unfaltering focus on making great products. Designing products to completely and seamlessly meet the needs of customers was central to his strategy. It is also a key aspect of product edge strategy.

Customer centricity is not new. Many companies operate with a philosophy of listening to customers, trying to find gaps in the market, and designing ...

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