Milestone 5: Verification

At this stage, clients understand their market, have uncovered opportunities, are well positioned and have established a compelling business model. Typically, they are comfortable with product development and have customers as well.

Most companies prematurely declare victory at this juncture and are ready to commit to full-scale, expensive marketing. However, VPM recognizes that to achieve market success a product has to deliver on its positioning promise.

VPM's methodology invokes three levels of verification representing increasing levels of customer endorsement:

  • The product sells! Purchase reference-ability

  • The product works! Product reference-ability

  • The product delivers results! ROI reference-ability

Shortcutting this critical VPM milestone with a "premature launch" is often fatal.

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Don't declare
victory prematurely...
deliver on your
positioning promise!