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Sidestep and Twist by James Gardner

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NO. 4: EVERYTHING CAN BE TWISTED

One of the reasons companies think, “Build it and they will come” works is they’ve added a twist to their product without knowing it. In these cases, quite in spite of themselves, they achieve success without really knowing why. Unfortunately, many companies develop the twist part of their proposition relatively late in the process. This is understandable. In the rush to get a product out the door so the initial R&D investment can be recovered, it seems sensible to concentrate on building features that might attract more customers. In fact, this is a reasonable strategy, since adding features enhances the price/performance curve. This, in turn, makes it economic for more people to adopt the product.

A focus on ...

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