Published by Catalant at gocatalant.com Most people in the product development and marketing world aim to do the right thing by their customers. They want to create the best product for the right customer, then watch as the product adoption or share gains materialize. Before a business can realize these gains, however, teams must define the right product for the right set of customers’ needs and have a clear focus to address these needs. Historically, one of the top R&D and p