Ever have a product that has been on the market for quite awhile? Get the urge to attempt to breathe new life into it? How do you go about doing this?
I’ve been looking at a product which has been in the market for a number of years (read more than ten here.) In looking at the product, do I understand the positioning and the current messaging. Is it still relevant and on target, in a way that talks to – not AT – my personas?
If you have done your homework way back when (what!?! You haven’t kept the research updated? You ARE talking with customers and non-buyers on a regular basis, right?)
So anyway, look at your absolutely current and up-to-date personas and make sure that the product positioning and messaging hasn’t gone stale. Or, back up a step and update those personas – maybe even add a new one. Is the company saying the right stuff or still using the value proposition from 1999?
Looking in from the outside, don’t automatically assume that everything – or even anything – anything is broken; but, take a look at all of your artifacts and see if they are still as relevant today as they were years ago. If not, take advantage of the moment to even consider what artifacts are needed and then what the updates should be. Too often I find companies get into a “routine” and forget to step back when things are going well.
It’s not just the struggling products that need to reexamine themselves. Our products all need a wellness check up now and then. Now, that that’s settled, about that health wellness check up for yourself…
(C’mon, you knew with a last name of Doctor, I’d eventually have to write a blog that had a medical them, right?)
