The following is a version of something which I wrote for a team I was mentoring recently. They were in a market-place with 2-3 main competitors, and each of the competitors was best-in-class at one specific thing and considerably worse on the other factors. When the team, which I was mentoring, compared their planned product against this market-place they basically rated themselves as second-best in every factor. So only the respective market leader in that factor was better than them on that factor. They thought this seemed pretty good – with a little bit of compromise, the clients could order just one product, theirs. I was not so convinced…
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Converting biologists, one step at a time.