How to Launch Products in Uncertain Markets

In volatile times, uncertainty can be turned into a competitive advantage.

Predicting the needs of your customers has always been tricky. In one 2005 survey, for example, 80% of corporate executives said they believed they were delivering superior products to their customers — but only 8% of their customers agreed.1 It’s even harder to please your customer when things are as uncertain as they are today. Shifts in politics, immigration patterns, and trade policies are shaking the foundation of international commerce. Consumers are both more informed, thanks to the internet, and more fickle, thanks to social media. When you consider all that — and ...

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