A whole product is not merely the core technology. It is the core product plus everything a customer needs to have a compelling reason to buy, including interoperability, services, support, documentation, and marketing. The practical test is simple: can the target customer adopt, use, and benefit from the complete offering? section 17.2.3 section 10.6
Use whole-product thinking to turn customer requirements into a deliverable solution:
- Identify the target segment and its compelling reason to buy. section 17.2.3
- Map the core product, integrations, services, support, and other required components. section 17.2.3
- Check whether channels, partners, and service levels can deliver the promised value. section 17.3.2
- Test and validate the complete solution rather than assuming attractive technology is enough. section 17.3.6
The iPod and iTunes
The iPod alone was a compelling device, but Apple added the iTunes store so users could buy music and continuously use the service with it. The whole product was the device plus that supporting service. section 17.3.6
The uncomfortable warning for startups is that a cool technology can still fail as a product. A competitive whole-product strategy specifies every component, how the components fit together, and how the solution reaches the customer. section 17.3.6
