The rules of new product development have changed. The fundamental nature of supply and demand has shifted and markets have undergone a reversal. Users are in control now, determining the success and failure of every company and product in the market. Companies that underestimate the implications of the shift are guaranteed to fail, wasting time and resources pursuing products the market will not accept.
Gerry Campbell debuts his authorship with Demand Horizon; a roadmap that teaches you how to create great products.