In Only The Paranoid Survive,
Andrew S. Grove
from Intel
outlines the 3 rules of product development
in horizontal industries
(horizontal industries are defined
by mass production and mass marketing)…
“One, don’t differentiate without a difference.
Don’t introduce improvements
whose only purpose is
to give you an advantage
over your competitor
without giving your customer
a substantial advantage.”
“Two, in this hype competitive horizontal world,
opportunity knocks
when a technology break or
other fundamental change comes your way.
Grab it.”
(First mover advantage)
“Three, price for what the market will bear,
price for volume,
then work like the devil on your costs
so you can make money at that price.”
Actually those 3 rules
apply to almost all product development.