Understanding how to build and market any product or service

David Fradin returns to the Abecederpodcast The Independent Minds to tell host Michael Millward about his book Building Insanely Great Products.

David learnt about successful product development and launches working at Hewlett Packard and Apple.

David now runs S.P.I.C.E Catalyst a product and service launch model that increases the chances of a successful launch.

In their conversation David explains the different aspects of the S.P.I.C.E framework, including the competencies that a product launch team must possess.

Michael and David discuss why product launches fail.

Their conversation also covers the importance of

• Having accurate information
• Understanding the customer perspective
• Targeting the right customers
• Being able to communicate the value your product or service will add to your customers.

This is the podcast for any business person who wants to successfully launch a new product or service.

Discover more about David and Michael at Abeceder.co.uk

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David has written several books

• Building Insanely Great Products
• How to Facilitate Work on Product Teams Workbook
• Do, Innovation, Design Thinking and Value Proposition Workbook
• Building Insanely Great Products Workbook
• Organizing and Managing Insanely Great Products
• U.S. Desktop Video Product Markets: The first definitive business and technology assessment
• Product Market Strategy Workbook
• Successful Product Design and Management Toolkit

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