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Value Innovation Portfolio Management by Richard Tait, Wayne Mackey, Ronald Lasser, Sheila Mello

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APPENDIX A: USING MARKET-DRIVEN PRODUCT DEFINITION (MDPD) TO CAPTURE THE VOICE OF THE CUSTOMER

APPENDIX A: USING MARKET-DRIVEN PRODUCT DEFINITION (MDPD) TO CAPTURE THE VOICE OF THE CUSTOMER

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As we discuss in Chapter 5, companies should derive customer value using a best-practices voice-of-the-customer process such as PDC’s MDPD approach. Sheila Mello’s previous book, Customer-Centric Product Definition: The Key to Great Product Development (PDC Professional Publishing, 2003) provides an in-depth look at MDPD; this appendix offers a brief overview of the process.

MDPD is about defining products based on what customers value. It takes you ...

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