The introduction of the first iPhone in 2007 by Steve Jobs:
“Today, we are introducing three revolutionary products: a widescreen iPod with touch screen, a revolutionary mobile phone and a groundbreaking communication device for the internet. These are not three separate devices. This is one device and we call it iPhone.“
M68 prototype board
That was more than a decade ago. We all know how the story went on. But most people don’t believe their eyes when they see the prototype of the first iPhone. This prototype, code-named M68, looked more like a PC than a mobile phone (see photo).
Prototyping is important
Not only with product development, but definitely also when we explore new business models and create new value propositions for our customers. Only, for some reason, we totally tend to forget this!
Often it’s quite the opposite. If we have an idea for a new product, we often work ‘expeditiously’. We develop the product, make a prototype and see if it works. Does it work?
Ready for product launch
Then we prepare for market introduction, launch the product, start expensive marketing campaigns and try to sell it to whomever. Okay, maybe that’s a bit exaggerated, but there’s also a grain of truth here.
Have we tested whether our customers are waiting for this? Have we also carried out experiments that provide conclusive proof of this? Have we prototyped our value proposition and the associated business model before we start building sh*t?
Customers love it (or not)
Yes? Fine. Most companies don’t do that. They may not know better. You do. Great! So did Apple. People loved the iPhone. Ever since the introduction in 2007 the mobile phone took over the world and rules the lives of many of us. For better or worse. Without any judgment…
Testing Business Ideas
No? No worries. You can learn that. Read David Bland & Alex Osterwalder’s new book ‘Testing Business Ideas’. There’s a library of forty four experiments you can carry out to test customer desirability, before actually start building physical prototypes, like the M68.
It saves you a lot of time, money & frustration. Start building stuff people love!