How can you communicate the impact of a new product concept?

Communicating your concept requires distinct approaches for customers, the engineering team, internal stakeholders, and your CEO. Tailor your message by considering: ?? The importance of the product to them and their interests. ?? The questions they need answered to secure their buy-in. ?? The evidence they require and will accept for your ideas and hypotheses, such as expert feedback, data analysis, or customer insights. ?? The presentation format they prefer, including setting, medium, and duration.

Understanding your audience is crucial. Tailor your communication to resonate with their technical understanding, industry expertise, and specific interests. In my experience, engaging with engineers requires a different approach than presenting to marketing professionals. LinkedIn community insights often highlight the significance of audience awareness in impactful communication.

In this process of getting to know our audience, to begin to publicize our product, it is essential that we focus on the needs that we validate at the time (during the research process prior to innovation) that the people we serve have. We are going to present the new product.

When presenting a new product concept, it's crucial to consider your audience's mindset. This means understanding what they already know about the subject, what they value, and their general perspective. By doing so, you can tailor your message to their level of understanding and interests, making it more engaging and effective. For instance, you can skip over the basics for those familiar with a particular topic and provide more background information for those new to the subject. By considering your audience's frame of mind and adjusting your message accordingly, you can increase their chances of being receptive and taking action based on it.

"Why should I care" The most common words when you are pitching, selling, or communicating a new idea to someone. Even if they don't say it directly, it's what they're thinking. It may seem harsh but the reality is when it comes to new products, people want to know what's in it for them. Customize the impact to your audience. If you're talking to a board member, you might want to focus on the ROI impact. If you're talking to an end user, you might want to consider how it generates them more money. Personalize your pitch and tell a story that makes your target audience care.

A think I would also keep in mind in your value proposition the effort. Ultimately the desirability of your product is govern by the effort/value relationship. Be wary of big effort to big reward schemes as they often fail

When communicating the value proposition, in addition to “what problem are you solving,” I am always in favor of complementing it with “what are the benefits of solving those problems.” It helps to reinforce motivations by being receptive to a possible solution.

Clearly articulate the unique value your product concept brings. Technical details matter. Define how the innovation addresses challenges, improves efficiency, or introduces groundbreaking features. Sharing specific technical advantages resonates well within professional communities, as discussed in various LinkedIn conversations.

Instead of the mundane feature reel or dryly listing features, weave a compelling narrative that showcases the problem your product solves, the journey it takes users on, and the positive impact it creates. Think Apple's iconic "Think Different" campaign, which didn't just sell computers, but a vision of creativity and empowerment.

When structuring our storytelling, it is worth considering two elements: 1) We should always opt for common stories, inspired by our daily lives and preferably starring people with whom we can feel close, because they could be our neighbor or a friend 2) Never the storyteller must be more important than the storytelling.

Frame your communication as a compelling narrative. Storytelling can contextualize technical aspects, making them more accessible. Drawing parallels to real-world scenarios or sharing use cases enhances the understanding of the product concept. LinkedIn discussions often emphasize the effectiveness of storytelling in conveying complex technical ideas.

Being able to effectively communicate the impact of a new product concept is crucial in generating excitement, gaining buy-in from stakeholders, and securing resources for further development. You want to clearly articulate the value proposition of the new concept. Highlight the problem it will solve, the benefits it offers, and the unique value it delivers to users or customers. You want to also ensure that the value proposition is compelling and resonates with the target audience.

Back your claims with tangible evidence. Present data, test results, and customer feedback that highlight the success and efficacy of the product concept. Demonstrating concrete evidence lends credibility to your technical communication and reassures stakeholders of the concept's feasibility and potential impact.

In communicating about a new product, especially if it is something only few have heard about, it is imperative to use visuals as frequently as possible. People more easily form associations with images as opposed to a description. That is, show, don't tell. Making it personal rather than abstract is an angle that will cement a concept in people's mind.

Enhance your communication with visuals. Diagrams, charts, prototypes, and multimedia elements can simplify complex technical details and improve overall understanding. Visual aids provide a clear representation of technical concepts and serve as powerful tools for conveying intricate details to a diverse audience.

Before making the final pitch (whether to your manager, CEO, or your team), conduct some "rehearsals" by practicing in smaller groups or with individuals beforehand: ?? If your final pitch is to an audience with many people, try pitching to them one-on-one before the final meeting. ?? Invite some trusted team members to listen to your pitch before the team meeting. ?? Share your pitch with all project collaborators working alongside you on this project and discuss the weak points and how to address them.

Before presenting, practice articulating the product concept. Refine your delivery to ensure clarity and coherence. Practice sessions help you identify potential stumbling points in your technical communication and allow for adjustments. Continuous refinement ensures that your message is effectively conveyed to a technical audience.

As a product leader, communicating the impact of a new product concept requires clarity, relevance, and persuasion. Firstly, I'd highlight the problem the product solves, painting a vivid picture of the pain points it addresses. Next, I'd emphasise the unique value proposition, showcasing how it stands out in a crowded market. Using concrete examples or case studies, I'd illustrate the potential benefits for users, such as increased efficiency, cost savings, or enhanced user experience. Additionally, I'd quantify the potential impact whenever possible, whether it's through projected revenue growth, market share expansion, or customer satisfaction metrics. I'd weave in a compelling narrative that resonates with stakeholders.

One time I showed a mockup of a new feature my company built to an existing customer. We were trying to determine whether this innovation is worth investing in. Her first words: "OMG this will save me 3 months of painstaking spreadsheet work!" Your customers can tell you the impact that your product updates will have on their lives. Ask them about how much time and money they've saved, how much easier their workflow is now, and other questions that illicit stories.

Rather than emphasizing the features of your product, it's more effective to focus on the benefits it can provide to the user. Benefits are the positive outcomes that your product can offer to your target audience. Highlighting these benefits and explaining how they can improve the user's life can help you better connect your audience to your product concept. In your product descriptions and marketing messages, you may want to consider articulating how your product can solve problems, improve productivity, save time, or provide convenience to your target audience. This approach can help you communicate your product's value more effectively.