The secret to successful products. (Book of the Month).(Customer-Centric Product Definition: The...

Despite the enormous amount of research and money that companies put into new product development, nearly nine out of 10 products fail within two years of release. Why? According to Sheila Mello, it's because they don't solve a customer need.

In her new book, Customer-Centric Product Definition: The Key to Great Product Development, Mello introduces a product definition strategy that places customer need at the top of the list of development criteria.

Mello describes a host of approaches that have been used at such companies as Cisco, Abbott Laboratories, an