It's not enough to have a good idea. In order to be successful, a product needs a value proposition to clearly answer the question "Why would someone be willing to purchase this product?" A value proposition is a clear statement that explains your product's relevancy, quantified value, and unique differentiation. Communicating this persuasively is difficult, though.

In this session you will learn to create a value proposition that answer the questions:

1. How does your product solve customers' problems?
2. What specific benefits does your product deliver?
3. How is your product different from competing ones and why should someone buy it?

Don't miss out on this fantastic content. Register today!

This year, the future is in Shanghai: We are hosting the LaFutura conference in the Chinese metropolis for the first time, which will take place from 22nd to 23rd October 2018. With many global and local events, LaFutura (a PDMA Special Interest Group) is the central intelligence network to bridge the gap between trends, innovation and tomorrow's opportunities. LaFutura Shanghai connects experts from all industries with the focus on trend, future and foresight. Futurists from all over the world and participants from local, regional and international companies will attend the future conference in Shanghai.

The conference will open in the M50 Creative Park with a presentation on trends in Asia. The Retail Experience Tour will follow in the afternoon, including stops at the Gentle Monster Store as well as the DuPont Innovation Center.

The next day starts with an impulse lecture on creative leadership by Christian Kuhna, Director of Innovation and Head of APAC Artgym in the PWC Innovation Center, followed by a presentation by the Chief Creative Officer of Serviceplan from China: Chong Kin. As with each iteration of LaFutura, the afternoon involves workshops covering topics such as the future of mobility, banking, energy and communication. The complete programme, which also includes exclusive networking events, can be accessed at http://www.lafutura.org/event/ .

Volunteer! Amazing Leadership Opportunities

We are looking for Product Leaders like YOU.

Utah Chapter Highlights

On June 19, 2018, the Utah Chapter of the Product Development Management Association (PDMA), in conjunction with Workman Nyddeger (WN) IP Law firm held a highly informative meeting on SMART Market Validation: Nailing Your Customer's Needs and Wants.  Attendees learned from Cydni Tetro, founder and president of Women Tech Council and CEO at Forge DX.  Cydni is a master at marketing and has worked with companies such as Disney, the NFL, Microsoft, Dreamworks, Facebook, and WalMart, to name a few.

 

Cydni's presentation started with helping attendees realize that all innovation starts with the customer.  She took attendees through experiencing the customer's point of view, then the need to develop a precise customer persona (what your customer looks like and whom you want to serve). She then showed how to utilize this persona in customer validation to help drive value into new products successfully and efficiently.  She provided simple tools and examples on how this works so that we really understand how to create customer-first successes in product development.

 

Robert Male, President of the Utah Chapter of PDMA, spoke briefly about PDMA and Utah Chapter's mission to bring innovators in Utah together to network and learn about aspects of product development that will help keep our economy vibrant through organic growth from New Product Introductions.  Participants were excited about the opportunity to network with other product developers and jazzed about the great Marketing insights provided by Ms. Tetro. 

Best regards,
Eric Ewald, CAE
PDMA Executive Director
[email protected]