¿Cómo hacer frente a la incertidumbre y la complejidad en la adaptación del producto y las decisiones de innovación?

To cope with uncertainty and complexity in product adaptation and innovation decisions, it's important to gather information, embrace agility, seek diverse perspectives, test, and iterate, develop contingency plans, stay adaptable, and seek external expertise. This approach helps in making informed decisions, adapting to changes, and addressing potential challenges in the product development process.

Voice of the Customer Programs: By actively listening to customer insights, preferences, and pain points, you can fine-tune your product offerings and marketing strategies to better align with the needs of your target market. Continuous Learning and Adaptation: Continuously monitor market changes, experiment with new approaches, and be willing to pivot your strategies based on real-time feedback to stay ahead of the competition and meet the dynamic needs of your target market. Customization and Personalization: Personalization can enhance customer engagement, loyalty, and satisfaction, leading to a competitive advantage in the market. By mapping out the customer experience from awareness to purchase and beyond enable you to offer solution

1. Research markets thoroughly: Understand customer needs and preferences in each target market. 2. Create flexible scenario plans: Develop contingency plans to adapt to unforeseen changes. 3. Adopt agile methodologies: Embrace iterative processes to respond quickly to market feedback. 4. Encourage cross-functional teamwork: Foster collaboration between different departments for diverse perspectives. 5. Pilot new ideas: Test products in smaller markets before full-scale rollout. 6. Evaluate feedback and metrics regularly: Analyze data to refine strategies and improve product offerings.

You know what the market is made of today …. If you aim at that , the market will be somewhere else when your product is ready! You will have to analyse the trends and take a position on how the market will be when or soon after your product is ready. It isn’t simple because on top of understanding these trends, you need experience, feeling and anticipation Although I am very impressed on its analytical capabilities and presentation capabilities, I don’t think AI is there yet! Ouf!

In times of VUCA - Volatility, Uncertainty, Complexity and Ambiguity; you always need to anticipate what your market will need in the near future or your competitors will always be ahead of you. Of course that is necessary to cover the gaps that exist today in the market, but is important to always look ahead. Incorporate trends, analyze macro-trends in the marketplace, particularly when talking about Global Marketing, and take into consideration everything in the ideation phase in innovation.

PESTLE Analysis stands for Political, Economic, Social, Technological, Legal, and Environmental factors. Analyzing these factors can give you a understanding of the external forces that may affect your product in the market. Business Model Canvas: It consists of nine components including key partners, key activities, value propositions, customer relationships, channels, customer segments, cost structure, revenue streams, and key resources. Blue Ocean Strategy: It involves identifying and developing new market spaces that are not currently served by existing competitors. Value Proposition Canvas: It consists of two main sections - the customer profile and the value map. You can align your product or service with what your customers NEED

After the ideation phase, you will prototype based on the discovery phase- what insights did you gather from analyzing the market and your target needs and in anticipation for the future. With all that information, then you create prototypes that you test, do iterations accordingly and create a potential product or service.

Glocalization: While the core menu items of McDonald like Big Mac remain consistent across countries, the fast-food chain adapts its menu to include items that cater to local tastes. For instance, McDonald’s in India offers vegetarian options like the McAloo Tikki Burger to appeal to the predominantly vegetarian population. Co-Creation: LEGO allows fans and enthusiasts to submit their ideas for new sets, and those ideas that are considered for production. Reverse Innovation: An example is GE Healthcare's MAC 400 ECG machine. Initially developed for rural clinics in India, the portable and affordable ECG machine was later introduced in US and EU, where it found success as a cost-effective solution for remote healthcare settings.

I have never use Standardization in real life. Maybe for a brand like Coca-Cola, but even so, their communication is still localized to the different franchises and markets, I haven’t really experienced in 30 years a company that truly honors a pure standardization strategy at 100% personally. It will be great for a P&L, yes, but it will not really recognize that each area of the world is different and representation matters! So I would say that, in my experience, I have seen more cases of adaptations, extensions and some innovations, the last one being the least common of the three. But all valid, depending on the circumstances of the brands, products and markets.

Coping with uncertainty and complexity in product adaptation and innovation decisions involves a strategic and iterative process of evaluating the product's potential. We can develop prototypes or minimum viable products (MVPs) to test the feasibility and functionality of new features or adaptations and conduct alpha and beta testing with a select group of users to gather feedback before a full-scale launch.

Eye-Tracking Studies: Eye-tracking studies involve using specialized technology to monitor and analyze where users look, gaze, or focus their attention when interacting with your product concept. By tracking users' eye movements and visual behavior, you can gain insights into user engagement, content prioritization, design elements that attract attention, and areas of confusion or interest. Eye-tracking studies provide objective data on how users perceive and interact with your product concept, helping you optimize the layout, design, and user interface for maximum impact and engagement. Beta Testing: Beta testing programs involve releasing a pre-launch version of your product concept to a group of external users for real-world testing.

After all the previous prototype testing, this step involves iteration of the actual Product Testing. It’s still an iterative phase, but ideally, everyone is hoping to make the least amount of changes at this point or nothing at all, ideally, to the product at this phase. This is more of the product IDEA or CONCEPT test, rather than the product itself that we want to test and iterate. Although, if something is dramatically wrong with the product, it should be modified- it would also mean that the first phase of iterations and prototyping was not extensive, which could lead to failure at this point, but that would not be expected. So, in sum, at this point; even though a PRODUCT is presented, the CONCEPT of the product is what you test.

You should plan the launch with several months in advance. The best launches happen when not only the right Strategy is in place, but the right Launch Readiness Process (LRP) is followed. This process helps you, or your company make sure that everything is considered for the launch. Typically, a person leads a team, his or her own team, which in turn manage everyone in a cross-function effort to make the launch a success. It doesn’t matter if the company is big or small; the LRP should be in place to guarantee the success of the launch and as a result, the projected revenues. Only if we’re talking of a one person launch is when I would not recommend a LRP, otherwise, please consider someone who can guide you through that. PM for more info

Promotion Channels: Leveraging social media platforms, influencer marketing, or local advertising networks can help create awareness and generate interest in your product. Understanding the media landscape and consumer behavior in the target market can guide you in selecting the most appropriate promotion channels for your product launch. Product Adaptation: While launching a food product in a country with different dietary habits, you may need to adjust the ingredients or flavors to cater to the local taste. Lastly, market penetration pricing or skimming can help you position your product effectively in the new market and maximize revenue generation.

Usability Testing: Usability testing involves observing users as they interact with a prototype or a mock-up of your product concept. This method allows you to evaluate the user experience, identify pain points, and gather real-time feedback. By watching how users navigate through your product concept, you can uncover areas for improvement and iterate upon the design to enhance usability. Social Listening: By analyzing what people are saying about your product on social media platforms, forums, and review sites, you can gain valuable insights into customer perceptions, preferences, and feedback. Co-Creation Workshops: Through interactive activities, brainstorming sessions, and design exercises, customers can provide direct input, ideas.

Start by acknowledging that there will almost always be some degree of uncertainty, however psychologically difficult that is to accept. Those who don’t acknowledge this reality believe every decision requires lots of data, including information about how the issue at hand was handled in the past. That approach can lead to overconfidence and can often miss important risk-management opportunities. Many situations instead call for another kind of logic: the logic of chance. This logic recognizes that there is no one “knowable” answer. When you adapt your decisions to the logic of chance, they will improve.