more on maximizing fit with customer requirements,”Must offer more compelling features, greater quality, more attractive pricing, better value than competing productsWhy do companies fail to do this? no clear sense of what customers value most so overinvest in wrong features; overestimate customer willingness to pay for features so stuff product with unwanted features, too expensive; Cannot resolve heterogeneity in customer demands so compromise too much

more on maximizing fit with customer requirements,”Must offer more compelling features, greater quality, more attractive pricing, better value than competing productsWhy do companies fail to do this? no clear sense of what customers value most so overinvest in wrong features; overestimate customer willingness to pay for features so stuff product with unwanted features, too expensive; Cannot resolve heterogeneity in customer demands so compromise too much

not attractive to anyoneCustomer driven vs. technology driven design”