Discovery-driven Approaches Versus Traditional
Question: "What criteria can companies use to determine if they should use discovery-driven approaches versus traditional?"
The answer to this question is a judgment call based on the pros and cons of an approach.
In the Blackblot PMTK Methodology™, the aid in making this selection is the Technology Gap model.
The Technology Gap is the difference between market needs and the technology offering.
A Negative Technology Gap is when technology supersedes market needs (e.g., smartphone features).
A Positive Technology Gap is when market needs are unmet by technology.
The Technology Push approach could be construed as the "traditional approach".
Products created due to a technology push often display a negative technology gap.
Characteristics of a Technology Push include:
- The idea comes from research or Technological discovery.
- Technology is perceived as a competitive advantage.
- Technology is the driving force of the effort.
- All great inventions fall into this category (Transistor, Electric Light, TV, Instant Photography).
- Technology Push is historically a significant strength of the United States.
The Market Pull approach is the modern, market-driven, influenced way of discovery.
Market-driven products often reflect a positive technology gap.
Characteristics of a Market Pull include:
- Products are developed as solutions to perceived market needs.
- Products versions reflect incremental improvements.
- Leverages existing sales knowledge.
- Requires lots of information from outside the company to characterize the product's sustainable competitive advantages.