Don't Do Sit-Ups | Fast Company

Countless people do sit-ups as part of a regular workout routine to strengthen their back and abs; We often make similar assumptions that can damage our product launches. A medical device company assumed that it needed to invest millions to change the appearance of its new product. After all, the product isn't that pretty and prospects in focus groups panned the product. Luckily, the company took the time to talk to existing customers who actually experienced the product, and they indicated a high level of satisfaction with the product as is. Based on this Voice of the Customer data, the company changed its priorities from redesigning the product to getting potential customers to try it. They accelerated market launch by more than 6 months and saved millions in product development costs. So the next time you are in a product launch meeting ask yourself these questions: • What assumptions are we making? In 2009, he started Baron Strategic Partners, a consulting firm focused on helping organizations launch groundbreaking products and services and reenergize older ones.