The Portfolio Sweet Spot:
How to Use
Customer Value to Set Product Priorities
after study has shown the leading cause of failure in
launching new products is failure to meet customers’ needs!
Yet companies are still driving launch decisions based on
“the numbers,” letting projected financial performance – not
measured customer value – be the deciding factor.
to choosing innovative new products that contribute to
sustainable profitability lies in changing the business
focus of portfolio management from financial metrics to
customer value. Paradoxically, by putting aside financial
data and giving more weight to customer value data when
making product portfolio decisions, companies can in fact
improve financial performance by identifying a stream of new
products with the potential to delight customers. Customer
value -- unlike many financial projections and contrary to
the beliefs of many executives -- is based on something
real, which you can accurately measure to yield trustworthy
participating in this session, you will learn about the
tools, skills and techniques that you should use to drive
your innovation and portfolio management decisions.
Specifically you will learn:
Where is the portfolio
“sweet spot” and how do you get there?
What is “strategic balance”
and how do you achieve it?
How do you
organize/structure the portfolio management process to
effectively coordinate/manage all of this?
And how do you
implement/roll out this new approach so it is
addition, this session will:
Help you understand critical
customer empathic interaction/interviewing techniques –
techniques that will enable you to pinpoint the customer
pain that drives their buying decisions.
Show you tools and processes
you can use to recognize the potential for value-driven
innovation and then successfully integrate these
innovation insights into your portfolio.
Explain how best to
structure the portfolio review process - at multiple
levels and multiple time scales - to create a steady
flow of product successes from the portfolio.
ensure that this presentation has maximum relevance, we will
use examples and case studies to fully imbed the teachings
in the real world of intense competition and rapid business
session will be a 90-minute presentation with frequent
opportunities for questions & answers and includes:
whole team to join you - the fee is the same as long as you
are on one line, just put it on speakerphone!
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About the Session Leader
Richard Tait is a Principal with PDC who
brings more than 25 years of hands-on industrial and
consulting experience in the areas of product innovation,
R&D/technology management, voice-of-customer, new business
development and portfolio management to his work with
clients. Richard’s accomplishments include a 22 year career
at DuPont highlighted by positions as Lab Director for
DuPont Diagnostic Imaging and Co-founder/Innovation Manager
at DuPont’s Center for Creativity and Innovation. Richard is
certified as a New Product Development Professional by the
Product Development and Management Association and is a
member of the board of the Greater Philadelphia chapter of
that organization. His publication “Better New Business
Development at DuPont” received the Maurice Holland award in
November 2003 from the Industrial Research Institute as best
paper of the year in Research-Technology Management. And he
is a co-author of the recently published book Value
Innovation Portfolio Management – Achieving Double Digit
Growth through Customer Value.