It’s not a dirty job, but someone has to do it!

The short answer is most product companies don't understand the "real reasons" buyers are evaluating their products.

Any number of factors can contribute to under-performing products, but the root causes are usually tied to a combination of the following three issues: 

The Product Management IQ (PMIQ) of your organization refers to the cross-organizational discipline required to be a market driven product company, not just on a product by product basis, but across all products and all factions including marketing, sales, finance and product development, to name a few.

Why is an organization's PMIQ important?

Every company needs to innovate.  Innovation is not just about developing new products or services; it's about process improvements, greater efficiencies, and finding new and better methods for everything from sales to internal communications.  Innovation is about growing shareholder value. 

No one would argue the value of connecting product features to market needs, the primary objective of an MRD. Yet the reality of how MRD’s are created and used may actually defeat their purpose.