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REGISTRATION Winning through Product Leadership: A McKinsey/ESA Study June 18, 2015 7:30 a.m. 8 a.m. Registration and Networking 8 a.m. 11:50 a.m. Program The Townsend Hotel 100 Townsend Street Birmingham,

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1. Identify your target market and understand their needs: Conduct market research to determine who your target customers are and what they are looking for in a product. This will help you develop a product that meets their demands and provides value.
2. Focus on innovation and continuous improvement: Product leadership requires constantly pushing the boundaries of innovation. Stay updated with industry trends, identify gaps in the market, and develop unique product features or improvements that set you apart from competitors.
3. Invest in research and development: Allocate resources to research and development efforts to continuously improve your products. This could involve conducting experiments, gathering customer feedback, and making data-driven decisions to enhance your product's performance and features.
4. Foster a culture of creativity and collaboration: Encourage your team to think outside the box and share ideas to drive product innovation. Collaboration between different departments, such as marketing, design, and engineering, can help generate fresh perspectives and insights.
5. Develop a strong brand: A winning product leadership strategy goes hand in hand with a strong brand. Establish a brand identity that resonates with your target audience by consistently delivering high-quality products and demonstrating thought leadership in your industry.

Who needs winning through product leadership?

1. Startups and entrepreneurs: For startups and entrepreneurs entering a competitive market, winning through product leadership can give them a strong edge. Developing innovative products that provide unique value can help them carve out a market share and stand out from established players.
2. Established companies looking to stay ahead: In rapidly evolving industries, established companies must constantly innovate to maintain their competitive advantage. Winning through product leadership allows them to stay ahead of market trends, attract new customers, and retain their existing customer base.
3. Industries with high customer demand for innovation: Some industries, such as technology or fashion, have customers who are always on the lookout for the next big thing. Winning through product leadership is essential in such sectors to meet the ever-changing demands of the consumers and stay relevant.
4. Companies aiming to differentiate themselves from competitors: In crowded markets, where many products are similar, winning through product leadership enables companies to differentiate themselves. By offering innovative and superior products, they can position themselves as leaders and attract customers who value innovation and quality.

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