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The concept of a Total Product or Complete Product is essential to product success, particularly in an emerging new company. This concept was pioneered by Harvard Business School professor Ted Levitt and later updated and adapted to the high technology industry by a group of us at Intel. Engineers commonly believe that when their product development is finished, the product is ready for market. Nothing could be further from the truth. The engineering “deliverable” is not a product. It must be surrounded by a number of other intangible value items before it is a Complete Product. In Levitt’s model, these items are the augmented product, the expected product, and the potential product. The Intel variant, shown here, is more detailed but essentially very similar.

Post Author: David Mayes

Founder, Mayo615 Technology Partners Ltd., UBC adjunct faculty, Intel alumnus, technology assessment, international business, cleantech, fly fisherman, native Californian and citizen of France, who has been very fortunate to have traveled, lived and worked all over the globe. My wonderful wife, Isabelle has reintroduced me to my French Provençal heritage.

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