About Innovation Toolkit

» Competitive Product Design

» Competitive Business Design

» Optimizing the Business Design

The Competitive Product Design module guides students through an attribute mapping exercise that collects information about the positive and negative features of both the proposed product and a competing product.

Upon completion of this module, students can obtain a graphic representation of their product’s positive attributes (nonnegotiables, differentiators, and exciters), negative attributes (tolerables, dissatisfiers, and enragers), and neutral attributes (so whats and parallels). Also available are an attribute report for the competing product and a prioritzed list of suggested steps for product improvement.

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