Executive Summary (This is a document excerpt)

Technology companies labor for months or years on new products, only to find that customers are disappointed with the results. The culprit behind these mistakes is the product development cycle itself, as well as the unchallenged assumptions behind it. Customers are willing to invest in technology if it makes a valuable contribution to solving business problems; technology industry vendors keep churning out technology and hoping for the best. Product managers can take their companies through the transition from traditional product development to value development, a radically different approach that makes customers and vendors alike happier with the results. From the beginning to the end of the value development process, product managers play a key role because of their unique position connecting customers and partners to practically everyone else in the tech industry company.

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