What’s Your Product or Service?

Most marketers call their product – at least the generic name or category name – by what it does – air compressor, comb, shoe, CD, fastener, etc. But the customer isn’t buying what it is or what it’s called, but what it can do for them. Way too many marketers think they know what their product does and are astounded when they find out that customers value it for different reasons. Jack Trytten discusses how this understanding aids Growth companies identify ways to improve their product and new product ideas.