If your new product is going to conquer the world, the world will need to learn about how amazing it is. We start this process very early in the product’s lifecycle; it grows naturally out of the dialogue with the market.
Early on we’ll be testing our ability to explain the product’s benefits to Early Adopters. We’ll prepare a pitch of a prototype as carefully as any marketing campaign, deliver it and then step back and listen, carefully.
Later, with clear evidence from previous iterations and other activities, we will understand what the product’s benefits are, who will benefit from them, and the language they will understand. Better than that, we will have a number of carefully selected Early Adopters who will be prepared to speak for us about the product, people who will have real integrity in the market.