Save or Share this Report

For Application Development & Delivery Professionals

The End Of Product Development

Tech Vendors Will Focus On Building Value For Clients, Not Just Products

April 15, 2008

Primary author headshot


  • By Tom Grant, Ph.D.
  • with Eric G. Brown,
  • Christina Lee

Why Read This Report

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.

Get Access

Already a Client?

Log in to read this document.

Become a Forrester Client

Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.

Purchase Report

This report is available for individual purchase ($499 USD).


Table of Contents

  • Customers Don't Want Your Product
  • Embrace Value Development, Not Product Development
  • Selling The Benefits Of Value Development

  • Build And Test A Value Development Strategy
  • Related Research Documents