Getting It Right the First Time: How Innovative Companies Anticipate Demand

By Peter Christy and John Katsaros

Book Overview

There is no doubt that the pace of business has accelerated--products go from concept to release faster than ever, business partnerships and alliances are established (and dissolved) more quickly, competitors react more swiftly to any tilt in the playing field. Whether your business is microprocessors or airplane manufacturing, it will live or die by the degree to which you can anticipate demand for your products and services. In Getting It Right the First Time, John Katsaros and Peter Christy argue that the most successful businesses will be those that accurately predict market conditions--especially the market changes that will occur within the crucial 18-to-36-month innovation window. Or, to paraphrase hockey superstar Wayne Gretzky: skate to where the puck is going to be, not to where it is.

Showcasing dozens of colorful examples of lucrative successes and missed opportunities (from high-tech to financial services to medical devices), the authors present a detailed plan for how you and your company can learn to: identify your top customers in advance of entering the market, successfully position your company and its products to those customers, and catch emerging trends before your competitors do. Eschewing traditional market research techniques--such as focus groups, polls, and surveys-- Katsaros and Christy demonstrate how expert interviews with potential early adopters can help identify your killer app--the function that customers most value--and avoid costly trial-and-error. In a viciously competitive world where your company may have only one chance to score big, Getting It Right the First Time provides essential guidance for entrepreneurs, marketers, product developers, and business strategists, and offers new insight into the dynamics of innovation.

• Format: Hardcover
• Language: English
• ISBN: 0275984796
• ISBN13: 9780275984793
• Release Date: February 2005
• Publisher: Praeger
• Length: 176 Pages
• Weight: 0.90 lbs.
• Dimensions: 0.7" x 6.4" x 9.6"

Customer Reviews

Required Reading for all 'Technology Scouts'

John and Peter have done something really amazing here, and it should be issued to all new Silicon Valley (and it's equivalents elsewhere) technologists as required reading. You can't treat emerging technology areas like mature markets, and the gents at IRG have gracefully summarized what it takes decades to absorb in industry into one concise book. Had I read it before I ran the New Markets and Technologies group for Cisco for 5 years, I would have saved myself considerable time and anguish, not to mention succeeded more often. I STRONGLY recommend buying and reading this book.

Outstanding - a must-read if you are starting or investing in a hi-tech venture

Well-organized, clearly written and very enjoyable. Most importantly, this book lays out the basic, but absolutely critical things you must take care of if you are going to start any venture and provide excellent insight into solving the special problems that come with venturing into emerging hi-tech markets. Highly recommended.

Help to make your dreams become a reality

This book was written for me. I have lived through the technology area of the 70's, 80's and 90's. Yes, I'm over 50 years old. Technology marketing and launching new products today is very different from my previous 30 years of experience. The markets today require focus, research and insight of the market dynamics. "Getting It Right the First Time" is for individuals and organizations who want to make their dreams become a reality. John Katsaros and Peter Christy's knowledge and insight comes from their experience. Their book has had a tremendous and positive impact on our organization. Dean Westbrook, Mount Angel, Oregon

Every VC should read this, it will save and make millions

John and Peter have brought a wealth of personal experience to the problem of bringing innovative products to market. Millions of dollars chase new ideas that have no hope of success. Entrepreneurs, product planners and managers, business strategists will all be well served by the insight and by following the guidance inside this book. If you've got a great idea for a revolutionary product - read this book.

They got it right the first time.

This is a compelling marketing narrative from two guys who have obviously been in the trenches. It's got something for everybody with any interest in marketing-High Tech or not. After a while you start thinking the authors are the Ebert and Roeper of Silicon Valley. Tom Hutton