Which brings us to security. For better or for worse, be it right or be it wrong, security vendor’s pigeon hole customers into a don’t lose mentality, seldom into a win frame of mind. The focus has been very much on FUD (fear doubt and uncertainty), through the years and continue to be so in the great majority of cases.
If you are dealing with a prospect that is directly responsible for the budget automatically your chances of getting the deal are greater. As the budget is theirs they are not going to be so worried if the product doesn’t do what it says it will or basically not “too” worried if they mess up and waste the budget, it’s …
It is difficult to validate your product marketing messages and concepts with your stakeholders, partners even clients before you launch your product; Why? Because we are all against the clock, any additional revision / modification that is outside of your control is not desirable so what usually happens is that product marketing is done internally and behind closed doors, so to speak. When everything; concepts, messages, brand, unique selling points are closed and finished, from the managers point of view, then and only then are they communicated to the shareholders (internal teams), partners and finally clients.
The unfortunate thing about this conservative, yet understandable, point of view is that A) You run a huge risk of not getting it right B) you miss an opportunity to get people involved early on, each of these have a huge importance and benefit the products possibilities of success.
Why is the most important word in your vocabulary, that is if you want to create market driven products that actually create value for your customers through the resolution of their problems. What is the question that sales / customer driven businesses use. This means that the sale team ask their biggest customers “what do they want?”, this is customer driven as it is usually driven by a small handful of big customers, sales teams listen more to those that have greater leverage, and so they should.
Asking the what question does not necessarily mean you are solving the problem correctly, it only means you are giving the customer (not the market) what he / she wants. Doesn’t sound too bad really when you say it out loud, however, as Henry Ford once said; if he listened to his customers (asked What not Why) he would have breed faster horses.