Statistically, the successful launch of new products are rare, as there are many challenges to overcome. The successful development of new products incorporating new technologies is even more challenging. Execution matters for success, and is all the more critical for technology focused products. Managing expectations is part of the successful execution process, and this article focuses on how to spot technology expectation gaps.
“Oft expectation fails, and most oft where most it promises; and oft it hits where hope is coldest; and despair most sits.”
— Shakespeare
So, what is a technology expectation gap?! Whenever there is a disparity between the value or experience delivered (feature, performance, quality, …) by your technology vs. what your customers and users actually perceive they are getting, you have an expectation gap!
For high-technology products, the existence of an expectation gap is a given; it is the nature of the beast. New technologies are constantly chasing the old ones, but never quite catching up. If successful, they enable breakthrough innovations, new product categories, markets and users. But until they are successful, there are lot of judgements, hopes, dreams and disappointments that are laid upon them. However, by utilizing concepts from technology maturity, life cycle and diffusion of technologies, you can spot potential expectation gaps (internal and external) and manage them for success, or exploit them as a competitive advantage.
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sharing insights and practical ideas on product strategy and technology management
