Regis McKenna notes that “no company in a technology-based industry is safe from unanticipated bumps

Regis McKenna notes that “no company in a technology-based
industry is safe from unanticipated bumps in the night.” In recent years, many
industries have been jolted by technological change. In such an environment,
what steps can a product strategist take?

Bradley Gale, managing director of The Strategic Planning
Institute, says: “People systematically knock out income statements and balance
sheets, but they often don’t monitor the nonfinancial factors that ultimately
drive their financial performance. These nonfinancial factors include ‘relative
customer-perceived quality’: how customers
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Regis McKenna notes that “no company in a technology-based
industry is safe from unanticipated bumps in the night.” In recent years, many
industries have been jolted by technological change. In such an environment,
what steps can a product strategist take?

Bradley Gale, managing director of The Strategic Planning
Institute, says: “People systematically knock out income statements and balance
sheets, but they often don’t monitor the nonfinancial factors that ultimately
drive their financial performance. These nonfinancial factors include ‘relative
customer-perceived quality’: how customers view the marketer’s offering versus
how they perceive competitive offerings.” Explain.

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