When I was at IBM, most of my career were focused on new product development. I spent most my time working as a team player in Strategic Business Units, SBUs. SBUs are created to create value. I like to think of SBUs as little factories that manage the creation of value as part of the product development process. The focus is to manage the value creation from the customer’s perspective. SBUs create new products that are wanted by customers to solve problems. If a new product proves to be effective, it can yield a good return-on-investment for both buyer and seller.
New product development has evolved from an in-house development centric process. The old way was looking inside the company to figure out what to build. The smart new way is to look outside the company to collect requirements on what to build. Today’s new product development is a business process focused on achieving goals with scheduled milestones and detailed documented procedures. Large companies have invested millions of dollars to successful implement and hone their own unique product development process as a corporate S.O.P. They have integrated the cross-disciplines of Marketing Management, Sales Operations, Project Management and Operations into a single process with controls. The results are the encouragement of new products by fostering entrepreneurial creativity, innovation and development of products that customers will love and want.
New Product Development and Website Design
So, what does this have to do with website design and development? Each new website I develop is a new product. Each new website has a target audience and a business owner that’s expecting some sort of return-on-investment or advantage from the website. However, a website is not a simple product. As mentioned in a previous blog post, your website is a pedestal for content delivery or you can think of it as a publishing platform.
The most important thing about your website is its content. People come to your website to get answers and find information. The success of your website will dependent on the ability to create compelling content that’s desired by the target audience. If you look at your website as a marketing and promotional tool to express your brand and present messages and information sought, it will be a never-ending task to keep it updated. This means the business must be involved with the content strategy and the development of content on a regular basis. Having a website is one thing and having the right content to help visitors is another.